Vital Pursuit: Nestlé’s New Food Line for Weight Management

Nestlé is set to revolutionize the weight management market with the introduction of Vital Pursuit. The new line of foods is tailored for glucagon-like peptide 1 (GLP-1) weight loss medication users and consumers focused on weight management. Vital Pursuit’s products aim to meet the nutritional needs of individuals on a weight management journey by offering high-protein, fiber-rich and nutrient-packed options.

Meeting a Growing Need

The emergence of GLP-1 medications for adults with obesity, like Zepbound and Wegovy, has significantly impacted how Americans approach weight management. With nearly half of American adults attempting to lose weight annually and roughly one in eight adults in the US reported to have used a GLP-1 drug at some point, the market for weight management products is expanding rapidly. By 2030, it is predicted that 30 million Americans will be using GLP-1 medications.

Nestlé, the world’s largest food and beverage company, is seizing this opportunity with Vital Pursuit. Steve Presley, CEO of Nestlé North America, said the company aims to provide accessible, great-tasting food options that support the needs of consumers in this emerging category. Vital Pursuit is designed to complement the eating habits of millions of Americans prescribed weight loss medications or actively managing their weight.

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Tailored Nutritional Solutions

People managing their weight often focus on portion control and nutrient balance while still seeking great taste and convenience. Vital Pursuit addresses these needs with a variety of frozen formats, including bowls with whole grains or protein pasta, sandwich melts and pizzas, all priced at $4.99 or less. These products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. Gluten-free options and air-fryer-ready items are also available for added convenience.

Tom Moe, president of Nestlé USA Meals Division, emphasized that individualized needs and considerations are crucial for consumers on a health journey. He highlighted that Nestlé has been expanding choices across its meals portfolio to address evolving consumer eating habits and will continue to grow Vital Pursuit with more product formats.

Expanding Market Opportunities: When and Where to Buy Vital Pursuit

Investors have expressed concerns that hunger-suppressing drugs could negatively impact food sales. However, companies like Nestlé see these medications as an opportunity to market products like Vital Pursuit. The line’s packaging will not mention GLP-1 medications, but Nestlé plans to connect the brand to these drugs more directly on social media.

Vital Pursuit will hit the freezer aisle by the fourth quarter of 2024, with 12 stock keeping units (SKUs) available at select retailers nationwide. The brand aims to support consumers who may experience side effects from GLP-1 medications, such as nausea and constipation, by providing nutrient-dense food options that can help mitigate these issues.

A Commitment to Health

Nestlé has been shifting its focus towards health-conscious consumers in recent years. In 2018, the company sold its US candy business to Ferrero for $2.8 billion, emphasizing its commitment to offering healthier options. 

Nestlé’s food business, which includes brands like Stouffer’s and Toll House, only accounts for 14.5 percent of its US sales. However, with the introduction of Vital Pursuit, Nestlé aims to cater specifically to the needs of GLP-1 users and others focused on weight management.

Nestlé already owns Lean Cuisine, a brand founded in 1981 as a healthier alternative to other frozen meals. However, Lean Cuisine’s focus on calorie restriction prompted Nestlé to create a new brand to reach GLP-1 users who may need more nutrients like protein to combat muscle loss associated with the drugs.

As the market for weight management products continues to grow, Nestlé is poised to lead with its innovative Vital Pursuit line. By leveraging its deep understanding of consumers and nutritional science, Nestlé aims to stay ahead of trends shaping consumer behaviors and deliver products that people will love. Vital Pursuit represents a significant step forward in Nestlé’s commitment to supporting health-conscious consumers on their weight management journeys.

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