Nestle $5 Pizza for Ozempic Users

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Nestle Launches $5 Pizza for Ozempic Users

Nestle (NESN.S) is introducing a new $5 line of frozen pizzas and protein-enriched pastas in the United States, specifically designed for individuals taking weight-loss medications like Wegovy and Ozempic. These new products are tailored to meet the nutritional needs of those on GLP-1 agonists, drugs known for their appetite-suppressing effects.

Targeted Nutrition

Nestle, the world’s largest food company, which already sells popular brands like DiGiorno pizza and Stouffer’s meals, has developed these new offerings with higher levels of protein, iron, and calcium. Tom Moe, president of Nestle USA’s meal division, described the new brand, Vital Pursuit, as “food solutions” for people seeking the right nutrition to complement their use of weight-loss drugs. These meals are priced at $4.99 and under, slightly more than a DiGiorno four cheese personal pan pizza, which retails at $4.79 at Target.

Rapid Development

Nestle began developing companion products for GLP-1 drugs last year. “We moved real fast on this,” Moe said. Nestle CEO Mark Schneider noted in October that the company was closely monitoring the potential impact of these drugs on food product demand and was working on products to help mitigate “loss of lean muscle mass” in users.

Market Response

Despite concerns that appetite-suppressing drugs could reduce food company sales, executives at Nestle and other companies like Conagra (CAG.N) see an opportunity to market products such as beef jerky, popcorn, and frozen meals. Mondelez (MDLZ.O) also views its snack bars as fitting well into the diet of a GLP-1 patient.

Growing User Base

Goldman Sachs estimates that 10 million to 70 million U.S. consumers could be using GLP-1 drugs in the next four years. Nestle has engaged with individuals on these medications to develop suitable meals and will soon offer samples. The company first introduced the brand to Walmart (WMT.N) and plans to expand to other major retailers like Kroger (KR.N) and Target (TGT.N).

Addressing Protein Needs

People on GLP-1 medications risk losing lean muscle mass as they lose weight and often have reduced appetites. Dr. Ethan Lazarus, an obesity doctor in Colorado, emphasized the importance of ensuring adequate protein intake for these individuals. Lazarus, who has worked with GLP-1 drugmakers Eli Lilly (LLY.N) and Novo Nordisk (NOVOb.CO), noted the potential popularity of protein-rich, easy-to-digest foods.

Other Market Players

Nutrition company Herbalife (HLF.N) has also begun selling shake mixes and fiber supplements in bundles targeting people on GLP-1 drugs, with plans to expand these bundles to other markets, including South America. Meal kit provider Daily Harvest offers a GLP-1 companion food collection but has seen slow sales.

Vital Pursuit Details

Vital Pursuit meals will range from eight to 10 ounces (227 to 284 grams). Unlike the calorie-focused Lean Cuisine brand introduced in the 1980s, Vital Pursuit emphasizes higher fiber, protein, and other macronutrients.

By addressing the nutritional needs of people on weight-loss medications, Nestle aims to provide better dietary support for those seeking to maintain their health and muscle mass while using these popular drugs.