Diet culture has infiltrated popular culture much like a virus, helping companies to make billions off of people’s desire to fit society’s stereotypical idea of “skinny.”
This desire has prompted people to find other ways to lose weight fast, efficiently, and easily without having to follow the traditional route of eating healthy and exercising regularly.
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With the growing popularity of weight loss drugs like Ozempic, Wegovyn, Mounjaro, and Trulicity, food companies are joining in on this latest trend by developing products targeted toward GLP-1 users.
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Glucagon-like peptide-1, commonly known as GLP-1, is a hormone that helps regulate blood sugar, digestion, and appetite. This medication is used to treat type 2 diabetes and obesity, as it increases insulin production and reduces the amount of sugar produced by the liver.
GLP-1 drugs suppress hunger, causing users to feel fuller faster. This tends to reduce their usual food consumption and change their eating habits. Due to this side effect, people seek out foods that are easier on the stomach by being smaller in portion but high in protein.
Semaglutide (GLP-1) weight-loss drug Wegovy, made by pharmaceutical company Novo Nordisk.
James Manning – PA Images/Getty Images
The popularity of GLP-1 drugs is on the rise and is becoming a lucrative market
According to a study by Morgan Stanley ( (MS) ), it predicts that approximately 9% of the U.S. population will be taking GLP-1 drugs by 2035 and that the global market for obesity drugs will reach $105 billion in 2030.
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“Food and beverage brands will need to adapt with healthier options and smaller package sizes,” said Morgan Stanley in the same study.
As the world’s largest food and beverage company, Nestlé couldn’t pass up the opportunity to gain new clientele, so it invested in this new venture in hopes of making GLP-1-targeted foods and tapping into a lucrative business.
Nestlé develops multiple products targetting the GLP-1 consumer market
In June, Nestlé (NESAF) launched a GLP-1 nutrition support platform in the U.S. to provide consumers with nutritional solutions during their weight loss journeys while on the medication. The platform offers tailored products from its brands, expertise from medical professionals, nutritional guidance, coaching, and a community.
In September, Nestlé announced the launch of Vital Pursuit, the company’s newest frozen food brand geared specifically towards GLP-1 consumers. It consists of fourteen comfort meals, which prioritize smaller portions and include at least 20 grams of protein each.
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Now, Nestlé is launching a new pre-meal beverage through its brand Boost. This beverage contains 10 grams of protein and only 45 calories per serving. It should be consumed 10 to 30 minutes before a meal, as it suppresses hunger and promotes GLP-1 production.
Boost is a nutritional beverage packed with protein. It offers a wide range of products for all dietary needs, including those seeking to control their glucose, gain weight, lose weight, or increase their protein intake. Now, it has extended to those looking for GLP-1-friendly drinks.
The Boost beverage is now available for purchase on Amazon and select CVS stores across the nation.
“The number of people on weight loss therapies is growing, and Nestlé Health Science is uniquely positioned to support their changing nutritional needs,” said Nestlé Health Science CEO Anna Mohl.
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