Food Companies Are Creating Brand-New Products Just for GLP-1 Users

One in eight. That’s how many people living in the United States have taken some form of a glucagon-like peptide 1, otherwise known as a GLP-1, medication for weight loss and related conditions, according to a 2024 poll by Kaiser Family Foundation (KFF). That number is likely even higher today when you consider that the same survey found that 32% of adults in 2024 said they’ve “heard a lot” about the drugs, up from 19% year over year. These statistics have proven to be more than enough to convince food companies to create all-new snacks and entire menus catering to GLP-1 users. 

“We see opportunity within our unique snacking portfolio,” Tom McGough, co‐chief operating officer with Conagra Brands, told analysts at the Consumer Analyst Group of New York conference in Florida in February of 2024 about the potential to get more GLP-1 users and protein-conscious consumers back onboard with its brands. The opportunity for Conagra came to fruition in December when it introduced new “On Track” badges on select Healthy Choice products that indicate they are high in protein and fiber, which, to the brand, translates to being “GLP-1 friendly,” and making it the first major food company to specifically call out GLP-1s directly on its packaging.

“The increased use of GLP-1 medications presents an exciting opportunity to support Americans managing diabetes and weight loss, as well as those seeking to lead a healthier lifestyle,” Bob Nolan, the vice president of demand science at Conagra Brands, shared in a statement. “Our ‘On Track’ badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.” 

However, the statement critically added that the company didn’t change anything about the meals. Instead, the new badge is meant to highlight what’s already inside the packages. But there are a few companies that have produced entirely new items for this audience. 

“Culinary innovation that builds on customer feedback is foundational to our business — and it has been since day one. One of the most consistent consumer requests, particularly in the last year, has been for breakfast options that deliver high protein and lasting satiety,” Ricky Silver, the CEO of Daily Harvest, shared with Food & Wine. “In fact, ‘protein’ is the number one non-item search term on our website … We know that many people who buy our smoothies love to incorporate additional protein while blending at home, so we decided to create a more convenient solution.” 

In January 2024, the Daily Harvest launched its GLP-1 Companion Food Collection, which features  dietitian-curated meals to “complement one’s weight management journey.” The line includes smoothies, pasta, and even desserts that the brand says are “pre-portioned, calorie-conscious meals that are delicious, high in fiber, low in saturated fat, free of cholesterol and have no added sugars.” And according to experts, that really is what GLP-1 users need. 

“While GLP-1 drugs can blunt appetite, they also increase insulin production in response to glucose. High insulin levels can cause your body to burn muscle instead of fat, which is why many people on GLP-1s lose muscle mass if they don’t adjust their diet,” explained Dr. Ali Chappell, MS, RD, PhD in nutrition and reproductive endocrinology, and founder and CEO of Lilli Health. “It’s important to limit foods high in glucose, such as sugar and starch, and instead focus on eating lean proteins, eggs, fatty fish, non-starchy vegetables, fruits, and healthy fats like nuts, seeds, and avocados. Eating enough protein is essential for maintaining muscle, but adjusting your overall diet is equally important to support a healthy metabolism and prevent muscle loss.”

Dr. Michelle Cardel, PhD, MS, RD, the chief nutrition officer at WeightWatchers, also noted, “Consuming a higher-protein diet can help you preserve muscle mass and will also help keep you fuller for longer.” Cardel added that she recommends eating “at least” one gram of protein per kilogram of body weight (about 2.2 pounds) per day, but this can be different for everyone and depends on things like workout routines and age.

But it’s not just protein and fiber that GLP-1 users — and the companies catering to them — need to think about. Because GLP-1 users tend to get this very critical piece of advice: “GLP-1s slow digestion, which can cause food to sit in your stomach longer and lead to nausea,” Cardel said. “To avoid this, I recommend consuming smaller, more frequent meals.”

And that recommendation to eat smaller meals is without question hitting companies in their wallets. A study published in late December 204 by researchers from Cornell found that households with at least one GLP-1 user “reduce grocery spending by approximately 6% within six months of adoption, with higher-income households reducing spending by nearly 9%.” Most of the reductions, the team explained, were in “purchases of calorie-dense, processed items, including an 11% decline in savory snacks.” 

This doesn’t mean it’s all doom and gloom for food companies. The Cornell researchers added that there is a marked increase in “nutrient-dense purchases, such as yogurt and fresh produce,” within the first six months of use, which is exactly why brands are going hard for vitamins and protein. This includes the aforementioned Healthy Choice, Daily Harvest, as well as brands like Nestlé, which launched its Vital Pursuit line in 2024, “intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management in the U.S.” But like Conagra, Tom Moe, Nestlé USA’s president of meals, said in an interview, “We won’t directly make the connection [to the drugs] on the food package,” ensuring it stays vague enough for all consumers and potential Food and Drug Administration regulators. Moe made a point to add, “We’re not a medication. We’re a food product.” 

But here’s the good news for food companies: Their wide-reaching marketing and nondescript packaging may also appeal more to people who aren’t on the GLP-1 journey.

“Everyone can benefit from eating more fruits, vegetables, healthy fats, and lean proteins while cutting back on sugars and starchy foods,” Chappell said. “These eating habits improve your metabolism, boost your energy, and support overall well-being — whether or not you’re taking GLP-1 medication.”