Nestlé has announced the introduction of 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, are a good source of fibre, contain essential nutrients, and are portion-aligned to a weight loss medication user’s appetite.
Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users to complement the eating habits of millions of Americans who have been prescribed a weight loss medication or are actively working to manage their weight.
According to the National Center for Health Statistics (NCHS), 49 percent of American adults have reported trying to lose weight during the past year. One in 60 adults was prescribed a GLP-1 medication in 2023, expected to jump in 2024 (American Pharmacists Association).
“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 shaping consumer behaviours and innovating across our portfolio to deliver products people will love.”
People who are managing their weight may place a sharper focus on portion control and nutrient balance while still seeking great taste and accessibility. Vital Pursuit will help meet this need through frozen formats such as bowls with whole grains or protein pasta, sandwich melts, and pizzas. Vital Pursuit also includes gluten-free options and several air-fryer-ready items for added convenience.
“We know that every consumer on a health journey has individualised needs and considerations, and having options to support those needs will continue to play an important role,” said Tom Moe, President of Nestlé USA Meals Division.
“Over the past several years, we have been expanding choices across our meals portfolio to address consumer eating habits, and as the market evolves, we’ll continue to expand Vital Pursuit with more product formats for our consumers.”
As new consumer preferences and needs emerge, Nestlé continues to explore opportunities to expand choices across its portfolio and deliver on consumer eating habits. Vital Pursuit will be available in the market by Q4 with 12 SKUs.
