Nestlé releasing line of food targeting shoppers who use weight loss drugs

Nestlé, the world’s largest food company known for brands like DiGiorno Pizza, Hot Pockets and Stouffer’s, is launching a new line of frozen food products targeted specifically at people using weight loss medications such as Wegovy and Ozempic. The company announced it will begin marketing $5 pizzas and protein-enriched pastas to this group of American shoppers.

These products will be under a new brand called “Vital Pursuits,” described as “food solutions” complementing the eating habits of millions of Americans prescribed a weight loss drug.

The products are high in protein, a good source of fiber and contain essential nutrients. They are portioned to match the appetite of weight loss medication users and support a balanced diet for anyone managing their weight. Vital Pursuit is Nestlé’s first food brand designed for GLP-1 users, aimed at those on weight loss medication or working on weight management.

“At Nestlé we want to be there for every moment in our consumers’ lives — today and in the future,” Steve Presley, CEO of Nestlé North America, said. “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category. We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.”  

The products are set to hit store shelves in October.