Nestlé intros Vital Pursuit Brand to support GLP-1 users, weight management

Nestlé is introducing Vital Pursuit, a new line of foods intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management. The products are high in protein, fiber, essential nutrients and they are portion-aligned to a weight loss medication user's appetite, per the brand.

Nestlé said the new line also is well-suited to support a balanced diet for anyone on a weight management journey. Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users with the goal of complementing the eating habits of millions of Americans who are currently prescribed a weight loss medication or actively working to manage their weight.

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The company provided the following statistics:

• Nearly half (49%) of American adults have reported that they have tried to lose weight at some point during a year, according to the National Center of Health Statistics.
• One in 60 adults were prescribed a GLP-1 medication in 2023 and the number is expected to jump in 2024 (American Pharmacists Association).
• J.P. Morgan Research predicts that total GLP-1 users in the U.S. may reach 30 million by 2030—or around 9% of the population.

"At Nestlé we want to be there for every moment in our consumers' lives—today and in the future. 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," said Steve Presley, CEO of Nestlé North America. "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."   

Pointing out that people who are managing their weight may place a sharper focus on portion control and nutrient balance in their eating choices while still seeking great taste and accessibility, the company said that Vital Pursuit will help meet this need through a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts and pizzas, all for a suggested retail price of $4.99 and under (prices may vary by retailer). 

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The products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. Vital Pursuit also includes gluten-free options, and several air-fryer ready items for added convenience.

Vital Pursuit will be available in the market by Q4 with 12 SKUs, hitting shelves at select retailers nationwide.