5 food innovations designed for the GLP-1 consumer!

Welcome to this week’s edition of GRATE newsletter!

This week, we're diving into one of the most talked-about topics in food and health right now: GLP-1. These appetite-regulating medications—like Ozempic and Wegovy—are driving a shift not just in healthcare, but in how and what we eat.

Originally developed for type 2 diabetes, GLP-1s have become mainstream, thanks to rising prescriptions, growing consumer curiosity, and cultural moments like Catherine Thomas’s documentary “The Skinny Jab Revolution”, which brought the conversation into Irish homes recently.

In the US, the GLP-1 market is booming—set to hit $133 billion by 2030—and the ripple effects are now being felt across the food and retail industry, where brands are racing to innovate with products designed to support new eating behaviours: smaller portions, more protein, fewer spikes.

From dedicated frozen meals to smoothie menus and functional snacks, this week we spotlight 5 food innovations designed for the GLP-1 consumer.

As always, enjoy the read,

Annie x

NESTLE'S VITAL PURSUIT - FIRST DEDICATED GLP-1 FOOD BRAND (US)

Launched in May 2024, Vital Pursuit is the first food brand in the U.S. specifically designed for individuals using GLP-1 medications (like Ozempic and Wegovy). Developed by Nestlé, the range includes high-protein frozen meals, snack bars, and smoothies tailored to support satiety, muscle maintenance, and blood sugar balance. With its nutrient-dense profiles (high fiber, low sugar), it’s positioned for rapid expansion into major retailers like Walmart and Kroger.

Why it matters: Signals major CPG interest in creating an entirely new category for GLP-1–friendly eating.

DAILY HARVEST – GLP-1 COMPANION FOOD COLLECTION (US)

Early in 2025, Daily Harvest rolled out a GLP-1 Companion Food Collection, curated by dietitians and targeting the evolving needs of customers on weight-loss medications. Meals are rich in whole-food fiber, protein, and micronutrients, with a focus on gut health and blood sugar stability.

Why it matters: A clean-label, plant-based approach to GLP-1 eating that resonates with younger, wellness-driven consumers.

SWEET NOTHINGS – FUNCTIONAL SNACK LAUNCH (US)

Sweet Nothings recently launched protein-packed smoothie cups and bites aimed at satiety and blood sugar control. While not explicitly marketed for GLP-1 users, the formulations (plant protein + fibre + no added sugar) align perfectly with the eating patterns and nutritional gaps observed in the GLP-1 consumer cohort.

Why it matters: Shows how adjacent “functional snack” categories are evolving to meet the same needs, even if not overtly branded for GLP-1.

HEALTHY CHOICE "ON TRACK" LABEL (US)

In January 2025, Conagra added an "On Track" label to 26 Healthy Choice meals, helping consumers on GLP-1s easily find high-protein, low-calorie, and high-fibre options. These meals support satiety while aligning with calorie-conscious, portion-controlled eating habits common among GLP-1 users.

Why it matters: Reinforces trust in familiar brands while supporting mindful, supportive meal choices.

SMOOTHIE KING – GLP-1 SUPPORT MENU (US)

In October 2024, Smoothie King introduced a dedicated GLP-1 Support Menu across 1,200 stores. Each smoothie on the menu is high in protein (20g+) and contains no added sugar, developed in collaboration with nutrition experts to support appetite control and

 digestive comfort.

 Why it matters: Brings the trend to QSR, meeting consumers where they are—on-the-go and health-focused.