Nestlé, the world's largest food and beverage company, is planning to launch a brand of frozen food for those taking GLP-1 drugs, such as Ozempic and Wegovy.
"Consumer research shows that there are certain nutrients and certain macros that need to be provided to help consumers stay healthy throughout their GLP-1 treatment," explained Steve Presley, Nestlé's chief executive officer in North America, in an interview with CNBC.
The line, called Vital Pursuit, will include 12 products and should reach the frozen food aisle of North American supermarkets by the end of the year.
The products that Nestlé is producing as part of this new launch include pasta, sandwiches, protein-based pizzas and even whole grain cereals. There will also be gluten-free options, in a range of products that will be produced with the aim of including more protein, calcium or iron.
The brand's strategy aims to help consumers of appetite suppressants have "more control over the balance of nutrients while consuming products with more flavor and accessibility".
According to the Nestlé official, for "the last 25 years, the diet has been dying". What the company has done is "give consumers a new tool" capable of increasing their "confidence and success on this journey".
For his part, Tom Moe, president of Nestlé's meals division in the United States, said that the company will promote the meals as "food solutions", since the products are aimed at people who want to complement the use of medication with the "right nutrition, high in protein, fiber and minerals, such as potassium and vitamin C".
Given that more and more consumers are surrendering to popular weight-loss drugs - which are also gradually becoming more accessible and affordable - this new line from Nestlé could bode well for the company.
In addition, the controversial Ozempic and Wegovy - for the treatment of type 2 diabetes and weight loss - continue to generate many doubts as to their reliability.
Last week, New Scientist published an article explaining in detail "everything we need to know" about these two drugs, which work by mimicking the actions of glucagon-like peptide-1 (GLP-1), which slows down gastric emptying, reduces appetite and increases insulin release, helping to regulate blood glucose levels.
