Nestle to launch Vital Pursuit frozen-food brand targeting GLP-1 users

Nestle is launching a new frozen-food brand called Vital Pursuit targeting consumers who use GLP-1 drugs. The popularity of these weight loss and diabetes drugs has increased, with around one in eight adults in the U.S. using them. Nestle sees an opportunity to cater to these consumers by offering frozen bowls, sandwich melts, and pizzas with essential nutrients like protein, calcium, or iron. The company plans to sell items under $4.99 and will connect the brand to GLP-1 drugs on social media. The new brand will be available in the fourth quarter. Nestle has focused on health-conscious consumers and sold its U.S. candy business in 2018. The company owns Lean Cuisine but created Vital Pursuit to target GLP-1 users specifically.