Summary:
- Nestlé’s Boost brand has introduced a pre-meal drink designed to help consumers control their hunger and feel full. The product can be purchased on Amazon and at select CVS stores.
- This liquid, to be consumed 10 to 30 minutes before a meal, stimulates the body’s natural production of the hormone GLP-1. Each serving of Boost contains 10 grams of protein and 45 calories.
- The mocha-flavored Boost shot is targeted towards consumers using GLP-1 drugs or other medications to manage or reduce weight. However, it is not meant to replace weight-loss medications and is less potent than these drugs, as per Nestlé.
Insight:
With the increasing popularity of GLP-1 medications that reduce appetite, companies like Nestlé are seizing opportunities. The Boost pre-meal shots are marketed as a “hunger support nutritional drink,” one of the first products to emphasize the production of the GLP-1 hormone.
The utilization of GLP-1 drugs such as Ozempic and Wegovy is reshaping how food companies innovate and market their products. Consumers on these medications are shifting towards protein-rich, portion-controlled foods and hydrating beverages, as noted by food product innovation specialist Mattson.
According to Morgan Stanley analysts, the global obesity drugs market is projected to reach $105 billion by 2030. Despite lingering concerns about the use of GLP-1 drugs, companies must prepare for the future by adapting to evolving consumer preferences.
Nestlé recently introduced Vital Pursuit, its first major U.S. brand in nearly 30 years, tailored for consumers on GLP-1 medications and those focused on weight management. The range includes pizzas, sandwiches, and bowls prioritizing convenience, taste, portion size, and nutrient content like protein and fiber.
Jennifer Barnes, vice president of brand marketing for Nestlé’s nutritional meals portfolio, emphasized the company’s commitment to staying ahead in the evolving weight loss landscape. “Weight loss has evolved, and so we are making sure that we’re evolving at the same pace to complement where it is going,” she stated in a recent interview.
Conagra Brands also made a move by labeling more than two dozen Healthy Choice products as “GLP-1 friendly,” becoming the first major food brand to highlight popular weight-loss medications on its packaging. Starting in January, these frozen items will showcase a badge indicating high protein, low calorie, and fiber content, catering to consumers seeking healthier options or using weight-loss medications.