Food companies market 'GLP-1 friendly' meals to cash in on weight-loss drug trend

Food manufacturers are trying to cash in on the popularity of weight-loss medications such as Ozempic and Mounjaro, with a growing number of easy, grab-and-go meals and snacks being sold as “GLP-1 friendly.”

These labels might highlight that a meal or snack is higher in protein and fiber, or simply a smaller portion size than other options — although consumers should be skeptical of any health benefits, experts say.

“A GLP-1 friendly label is good in theory, but it’s bulls***. There’s no real science behind it,” Dr. Zaid Fadul, a physician and former U.S. Air Force flight surgeon, told The Independent.

Nearly one in five American adults has used a GLP-1 at some point. On average, within six months of starting the medication, a household spends 5 percent less on groceries, so it makes sense food manufacturers are trying to claw their sales back.

“The companies are definitely hip to what we would recommend somebody to focus on eating on a GLP-1 diet, basically prioritizing protein, produce, fruits and vegetables,” Dr. Ethan Balk, a clinical associate professor at NYU specializing in medical nutrition for bariatric surgery and metabolic weight loss, told The Independent.

Nestlé debuted its “GLP-1 friendly” Vital Pursuit brand of frozen meals, with offerings like a white cheddar mac and broccoli bowl with 21g of protein, or a meat lover's pizza with 32g of protein. Similarly, Conagra Brands added the label to 26 of its Healthy Choice frozen meals, including a beef merlot that packs in 13g of protein.

Popular tortilla maker Mission has also debuted a “GLP-1 friendly” label on some of its tortillas, alongside labels indicating that the food has high fiber and zero net carbs.

The Independent has reached out to both Nestle and Mission Foods for comment about the label.

The “GLP-1 friendly” label isn’t regulated like other food markers, such as “heart healthy” or “organic,” both of which have strict guidelines to be used.

Even without any policing of the trendy new label, both Nestlé and Conagra received approval to use it from the U.S. Department of Agriculture’s Food Safety and Inspection Service. Both brands were told the products must not mislead customers and must have statements about protein and fiber content.

Companies slapping the label across their products are “cherry picking some pieces of the product to highlight that they are in the realm of what we recommend for somebody on a GLP-1,” Balk said. With a suppressed appetite, GLP-1 users consume fewer calories, meaning the few meals they do eat need to be packed with nutrients.

Protein is always highlighted as a must for GLP-1 users since it helps prevent the loss of muscle mass that can occur during weight loss. Plenty of water is also advised, as the drug lessens a person’s sense of thirst. Fiber is also considered essential, as the medication slows digestion, which can cause constipation.

While the new labels may seem arbitrary, some medical providers think they could be beneficial in getting people to pay closer attention to what kinds of foods they’re eating.

Pre-packaged meals will never be as nutritious as whole foods, though they may be better than nothing for GLP-1 users who are in a pinch — or who are craving something that isn’t as good for them.

“All of us could benefit from a lot more fiber intake, and so now you have patients who are being a little more mindful of their food choices, that’s a net win for society,” Fadul said.

But Balk, the NYU professor, compared the labeling trend to the low or 1000-calorie snack packs that were ubiquitous in the early 2000s amidst a horrific diet culture, noting, “This is like a total marketing, money-grab by companies.”

A GLP-1 friendly pepperoni pizza may have more protein than a regular frozen pizza, but likely has “zero nutrient value,” Balk said.

“Companies are freaking out because people are eating less on these drugs,” Balk added. “This is just the newest iteration of marketing that is out there to try and maintain profit.”

Consumers should be on alert because “it’s a matter of time before it gets abused,” Fadul noted. “If you don’t have regulation coming in, they’ll stick a GLP-1 friendly label on celery.”