Nestlé is set to launch a new food line geared towards Ozempic and other GLP-1 users, aiming to tap into a lucrative market worth billions.
The New York Post reveals that the new food line, named Vital Pursuit, will debut with 12 products, including frozen protein pasta, sandwich melts, and pizzas. These items will be rich in protein and essential nutrients like iron, vitamin A, and potassium.
The Vital Pursuit meals will be portion-controlled and specifically tailored for the appetite of weight loss medication users, as mentioned in a press release from the company.
Nestlé is stepping into a new realm by creating foods catered to GLP-1 users, who rely on medications like Wegovy and Ozempic (semaglutide). The company sees a significant market opportunity as the number of adults prescribed GLP-1 drugs is projected to rise, potentially reaching 30 million individuals by 2030.
The company anticipates the market for products like Vital Pursuit to exceed $100 billion by 2030. On the other hand, Novo Nordisk recently made a $6 billion investment in Ozempic and Wegovy to tackle medication supply shortages.
Novo Nordisk’s Negelle Morris, discussed the investment with Good Morning America, acknowledging the challenges in meeting the high demand for these therapies.
Morris emphasized the need for a strategic approach to address the supply gap gradually, ensuring that they can meet the rising demand over time. The goal is to balance production capabilities with market demand effectively.
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