Remember when losing weight meant endless calorie counting and fad diets?

Those days are rapidly dwindling.

GLP-1 receptor agonists like Ozempic, Wegovy and Mounjaro have transformed weight management. These diabetes treatments have become the weight loss phenomenon of the decade.

For food and drink companies, the rise of GLP-1 medications is an industry earthquake. As millions of consumers change how they eat, brands are rethinking their strategies to meet the nutritional needs of 'weight-loss jab' users.

GLP-1 receptor agonists: the science behind the sensation

GLP-1 (glucagon-like peptide-1) is a hormone naturally produced in the small intestine that signals fullness to the brain. GLP-1 receptor agonists like semaglutide (Ozempic, Wegovy) and tirzepatide (Mounjaro) mimic this hormone to slow gastric emptying, reducing appetite and curbing food cravings.

Developed to combat type 2 diabetes, their effectiveness for weight loss has catapulted them into the mainstream. According to KFF surveys, 1 in 8 adults have tried a GLP-1 medication. Of these, early half use it for weight management rather than a diabetes treatment.

Weight-loss drugs are driving new consumption patterns

GLP-1s rewire how users experience food. They quiet "food noise", the persistent thoughts about eating that drive many of us to reach for the biscuit tin when we're not hungry. And this quieting is influencing shopping habits.

Cornell University research found that households with GLP-1 users reduce their grocery spending by about 6%. Ultra-processed foods suffer most, with expenditures on crisps, baked goods and cookies plummeting by up to 11.1%. Meanwhile, yoghurt and fresh produce sales hold steady.

Dietitians working with GLP-1 users encourage their patients to prioritise:

• Protein: since rapid weight loss can lead to muscle deterioration, high-quality protein is vital for GLP-1 users.
• Fibre: GLP-1 medications slow gastric emptying, which can lead to constipation for some users. Adequate fibre intake helps manage this side effect.
• Nutrient density: with reduced overall food intake, every bite needs to deliver nutritional value. Micronutrient-rich foods have become increasingly important in preventing deficiencies.
• Hydration: hunger and thirst cues are dampened, making intentional hydration important.

New products for people on weight-loss medication   

Forward-thinking food companies aren't seeing GLP-1 drugs as a threat, but as an invitation to innovate.

While some manufacturers report declining sales, others are developing targeted products for this segment. For example:

• Nestlé has created the Vital Pursuit brand for GLP-1 users and those focused on weight management. The products deliver concentrated nutrition in portion sizes aligned with reduced appetites.
  
  
• Abbott's Protality brand features nutrition shakes with fast and slow-digesting proteins. These shakes are designed to address the muscle preservation concerns of GLP-1 users.
  

• Conagra has developed 26 Healthy Choice frozen meals to fit the eating habits of weight-loss drug users. They are high in protein, rich in fibre and portion controlled.

‍Creating compliant GLP-1 product claims  

Food labelling compliance is complex at the best of times. But it becomes even trickier when you’re trying to connect ingredient benefits with the use of pharmaceutical treatments.

There are three strategies brands can use to make claims appealing to Ozempic, Mounjaro and WeGovy users:

Nutrient content claims

These claims characterise nutrient levels without directly mentioning medications. For example, claims like "high in protein" or "good source of fibre" are permitted when products meet specific regulatory thresholds.

Nestlé takes this approach with Vital Pursuit products. The packaging doesn't explicitly mention GLP-1 medications. Instead, it focuses on nutritional attributes that appeal to GLP-1 users.

Nestlé has also developed a complementary digital marketing strategy that positions Vital Pursuit as a "brand to support GLP-1 users," connecting their products to weight-loss medications.

Structure/function claims

These claims describe how nutrients affect the body, such as "protein helps build muscle." They avoid direct references to medications, but they can address GLP-1 users' concerns, such as loss of muscle mass.

Health claims

These claims establish relationships between foods and health conditions. However, they face the strictest scrutiny. 

Health claims require substantial scientific evidence for regulatory approval, which may be difficult to obtain given that GLP-1 medications are still in their infancy.

Is ‘GLP-1 friendly’ an approved health claim?

Conagra Brands has taken a direct approach to product marketing, adding ‘On Track’ badges to their Healthy Choice offerings. These badges feature the benefit ‘GLP-1 friendly’. 

By doing this, they have become the first major food brand to reference GLP-1 medications on their product packaging.

These On Track badges create an instant visual cue for GLP-1 users, but carry a higher regulatory risk. As EatingWell’s Carrie Myers notes, “the GLP-1-friendly label is a newer addition to grocery store shelves, and it doesn’t have a formal, regulated definition yet. Be sure to check the ingredients and nutritional values on the packaging if you’re curious about what makes a product GLP-1-friendly.”

Positioning your food brand in the Ozempic era

The rise of medications like Ozempic, Mounjaro and Wegovy is fundamentally changing how consumers relate to food. For brands, this moment creates an opportunity to redefine your product proposition.

Food and drink companies that embrace evidence-based innovation and compliant marketing will be best positioned to thrive. By leading conversations around mindful eating, nutrient optimisation and the intersection of food and pharmaceuticals, you can create meaningful connections with GLP-1 users.

Need help developing compliant health and nutrition claims? Set up a call with Hooley Brown.