Nestle Introduces Vital Pursuit Range To Support Weight Loss Medication Users

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 in the US.

The new collection, focused on high protein, fibre-rich meals which deliver essential nutrients, is the first from Nestlé that's intended specifically for GLP-1 prescription users, designed to be portion-aligned to a weight loss medication user's appetite.

"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, Chief Executive Officer, 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."

GLP-1 medications use is on the up in the U.S. with one in 60 adults prescribed the medication in 2023, a number that's expected to rise in 2024. According to the National Center of Health Statistics (NCHS), nearly half of American adults have reported that they have tried to lose weight at some point during a year.

People 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. Vital Pursuit aims to help meet this need through a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts, and pizzas.

A range of 12 meals will launch into the market in Q4 2024.