Not only less hunger, but also a different relationship with food and flavors: the expansion of GLP-1 drugs for weight loss is pushing food companies to rethink products, portions, and communication strategies. Among these is Nestlé, which is modifying some recipes to adapt to the new needs of consumers taking these treatments, while the food sector tries to understand how purchasing habits are changing with the spread of Ozempic, Wegovy, Zepbound, and other drugs in the same category.
RECIPES RETHOUGHT FOR A NEW TASTE PROFILE
Nestlé is working on reformulating some products to account for the reduced perception of flavors that can accompany the use of GLP-1 drugs, according to the company’s marketing manager, David Rennie, in the Wall Street Journal. The company has indeed started testing packaged foods involving consumers who use these treatments, aiming to understand how food preferences and responses to different flavors change.
“People don’t want to eat much when they take GLP-1 and their taste profile also changes. GLP-1 somehow dull the perception of flavors,” explained Rennie. This is also confirmed by a study published in 2025 in the journal Physiology & Behavior, which states that the perception of the five fundamental taste qualities is reduced in people taking GLP-1 drugs.
In developing the new recipes, Nestlé’s chefs will also work with GLP-1 users to identify flavor combinations that are more suitable. Changes could include increased use of pepper or adding more spices, aiming to compensate for the reduced perceived intensity of tastes.
THE VITAL PURSUIT MODEL AND NEW FORMULATIONS
Nestlé had already begun targeting this segment with Vital Pursuit, a line of frozen meals launched in fall 2024 designed for people following weight loss therapies. However, the company does not focus exclusively on products explicitly linked to GLP-1 drugs.
According to Rennie, the company is also introducing protein- and fiber-enriched versions of products already on the market, citing as an example a malt and chocolate Milo drink in a high-protein version. The strategy also concerns the snack sector, where GLP-1 users show greater interest in higher-quality products but in smaller formats compared to traditional packages.
However, packaging communication will not necessarily focus on the drugs. Nestlé is modifying some products without always highlighting the connection to GLP-1, instead focusing on clearer nutritional labels and new portion sizes. “Not everyone taking weight loss drugs wants to be reminded that they are taking a medication,” explained Rennie, emphasizing that these consumers may have different medical and emotional needs.
THE MARKET FOR “GLP-1 FRIENDLY” PRODUCTS
Already at the beginning of the year, AP noted that food companies’ interest in this segment has grown with the increase in the number of people using GLP-1 drugs. In U.S. supermarkets, meals and snacks labeled “GLP-1 Friendly” on packaging have indeed become more frequent, although the term is not regulated by the Food and Drug Administration (FDA).
COMPANIES TARGETING GLP-1 CONSUMERS
According to dietitians cited by AP, those taking these drugs must pay particular attention to the nutritional quality of foods because eating less makes it more important to choose nutrient-rich products. “A drug doesn’t teach you how to eat properly,” said Suzy Badaracco, a registered dietitian and president of the food trend forecasting company Culinary Tides.
Among the companies following this trend is Conagra Brands, which introduced the “GLP-1 Friendly” label on 26 frozen meals from the Healthy Choice line at the beginning of 2025. Smoothie King also created a “GLP-1 Support Menu,” while the ready-meal brand Factor offers the “GLP-1 Balance” line.
Other producers have chosen to target GLP-1 users without directly mentioning the drugs on packaging. The French yogurt producer Lactalis, for example, launched Ratio Pro Fiber in the United States, a yogurt with 20 grams of protein and 10 grams of fiber per serving, while the chains Chipotle Mexican Grill and Shake Shack have introduced new high-protein products also aimed at this audience.
NOT ALL THAT GLITTERS IS GOLD
However, experts cited by AP have stressed that “GLP-1 Friendly” labels do not replace a nutritional assessment. Samantha Snashall, a registered dietitian at Ohio State University Wexner Medical Center, warned that packaging can be misleading if it makes a product appear healthier than it really is. Meanwhile, Shannon Christen, a dietitian and diabetes educator at UCHealth University of Colorado Hospital, added that these products should provide real nutrient content and appropriate portions.
