In a groundbreaking move, Nestle announced in May 2024 the launch of a new food brand, Vital Pursuit, tailored specifically for users of GLP-1 weight-loss drugs. This innovative development comes as the popularity of GLP-1 agonists, a class of medications that mimic the hormone glucagon-like peptide 1 to stimulate feelings of fullness and reduce appetite, continues to rise. The hormone naturally occurs in the small intestine and plays a crucial role in signaling satiety to the brain.
A recent survey conducted by KFF revealed that one in eight adults have used a GLP-1 agonist, with 40% of these individuals taking the medication primarily for weight loss. While these drugs are primarily prescribed to help manage blood sugar levels in patients with Type 2 diabetes, their efficacy in promoting weight loss has led to their widespread use for this purpose. Notably, only three GLP-1 drugs are currently approved by the FDA for weight management, including Wegovy (semaglutide), which is sanctioned for chronic weight management in adults with obesity or those who are overweight with at least one weight-related condition. However, Ozempic, another popular GLP-1 drug also made with semaglutide, is only FDA-approved for Type 2 diabetes treatment.
As the appetite of GLP-1 drug users diminishes, food companies are facing a potential decline in snack food sales. Nestle’s response to this market shift is the creation of Vital Pursuit, a brand designed to “support GLP-1 users” by offering foods high in protein, fiber, and essential nutrients. This strategic move aims to cater to the nutritional needs of GLP-1 users while addressing the anticipated decrease in demand for traditional snack foods.
Nestle’s approach to marketing Vital Pursuit involves a careful balance between labeling and advertising. The company has stated that the packaging of Vital Pursuit products will not explicitly mention GLP-1 medications. Instead, it will focus on highlighting the nutritional benefits of the food, such as being “high in protein.” This type of claim falls under the category of labeling, which is regulated by federal agencies.
Labeling claims are overseen by the U.S. Department of Agriculture (USDA) and the Food and Drug Administration (FDA), depending on the type of food product. For instance, the USDA regulates meat, poultry, catfish, or unshelled-egg products, while the FDA oversees the remaining 80% of food products. The regulatory framework for these claims is complex, with specific guidelines determining which agency has jurisdiction based on the composition of the food product.
Under FDA regulations, labeling claims can be classified into three main categories: health claims, nutrient content claims, and structure/function claims. Health claims describe the relationship between a substance and a disease or health-related condition. These claims can be authorized, requiring significant scientific agreement, or qualified, which need to be accompanied by a disclaimer indicating the level of scientific evidence supporting the claim.
Nutrient content claims, on the other hand, characterize the level of a nutrient in a food product. These claims must adhere to FDA regulations and can be either expressed or implied. For example, a claim stating that a food product is “high in protein” would fall under this category.
Nestle’s strategy for Vital Pursuit also includes off-label advertising methods, such as social media campaigns and website messaging, to more directly connect the brand to GLP-1 drugs. By leveraging these platforms, Nestle aims to reach its target audience more effectively without making explicit references to specific medications on the product packaging.
As the use of GLP-1 drugs for weight loss continues to grow, Nestle’s innovative approach with Vital Pursuit could set a precedent for other food companies looking to adapt to this evolving market. The second part of this series will delve deeper into the regulatory framework governing the advertising of foods specifically for GLP-1 users, shedding light on the challenges and opportunities that lie ahead.