Five Products: Helping Consumers Adapt to Ozempic
For those working in the food and beverage sector, there is never nothing going on. On top of recent inflationary pressures, supply shortages, sustainability hurdles, media fragmentation, and retail brand advances comes another hurdle to be jumped: the rising incidence of people taking medications that quite literally annihilate spending on packaged goods.
Data collected for MMR by Toluna finds that 36% of Americans (27% of Brits, and 22% of consumers across 5 key markets) would consider GLP-1 medications (such as Ozempic, Wegovy and Mounjaro) to help them lose weight. In the same survey, we found that 6.1% of Americans are currently taking GLP-1 medications (3.6% of Brits and 3.2% of consumers across 5 key markets.) Even at these low levels, manufacturers are reporting impacts on sales. Albeit mild ones - so far.
MMR’s recent webcast and the Impact Makers podcast have both raised the GLP-1 issue. Latest thinking is that these medications work in several ways. First, by suppressing appetite (by lowering blood sugar, delaying gastric emptying, and creating a feeling of nausea. Second, by disrupting the brain’s reward pathways, effectively shutting down desire. Third, by dampening signals from our taste receptors, effectively making consumption less enjoyable.
Many manufacturers are finding themselves in yet another situation where they either adapt or face imminent decline – much like alcohol brands are investing in no & low variants to protect total sales. In this edition of Five Products, we’re calling out brands that are playing to these new rules and the three opportunity spaces for brands looking to keep up.
1. RE:NOURISH Chicken Soup (U.K)
Founded by Nicci Clarke, who spent her former years as a nurse, reflexologist and nutritional therapist, RE:NOURSH has consolidated its position as a source of healthy goodness in liquid form. Following the successful expansion of its vegetable-based soups, the brand is adding two chicken-based variations that positively promote their protein and fibre credentials. The soups are not fortified, rather they are naturally high in key nutrients. The Chicken & Vegetable variant contains 17g of protein and 10g of fibre, for example. Nicci recently told the Impact Makers podcast that the brand is already sought after by GLP-1 users as a way of offsetting nutrient losses from eating less. Having tried these new soups, we were mightily impressed by the ‘store cupboard’ nature of the ingredients, and a product experience that delivers soul food for GLP-1 users - and the wider population alike.
2. Supergut's The Gut Healthy Prebiotic Strawberry Almond Bar (U.S.A)
Supergut has introduced the Strawberry Almond Prebiotic Bar, designed to help curb cravings while delivering a gut health boost. Each bar contains 10 grams of prebiotic fiber from ingredients like green bananas and oats, which nourish beneficial gut bacteria. With only 2 grams of sugar and 6 grams of net carbs, these bars are positioned as “natural GLP-1 boosters,” helping to promote satiety and digestive health. Supergut’s bars are available in other flavors like Chocolate Brownie and Peanut Butter Chocolate, all of which are keto-friendly, non-GMO, soy-free, and free from artificial ingredients. As more consumers seek functional foods that support weight management and metabolic health, fiber-rich snack bars like these are carving out a clear niche.
3. Smoothie Kings GLP-1 Support Smoothies (U.S.A)
Smoothie King has launched a GLP-1 Support Menu, specifically designed for individuals incorporating GLP-1 medications into their weight management routines. These high-protein, high-fiber smoothies aim to help maintain energy levels while promoting satiety, making them a convenient option for those looking to manage their appetite. Smoothie King is the first national quick-service restaurant to introduce a dedicated GLP-1-friendly menu, reflecting the growing demand for products catering to these consumers. The menu includes options like, Slim N Trim GLP-1 Mango Greens, Keto Champ GLP-1 (Berry or Chocolate) and Power Meal Slim GLP-1 (Chocolate, Vanilla, or Strawberry). Each smoothie is free from added sugar and formulated with ingredients that align with GLP-1 users’ nutritional goals. Available nationwide in-store, online, and via the Smoothie King app, this launch signals a wider shift in how fast-casual brands are responding to new dietary behaviors.
4. Nestle Boost Pre Meal Hunger Support Drink (U.S.A)
Nestlé’s Boost brand has introduced a mocha-flavored pre-meal shot, specifically formulated to help reduce hunger before meals. Designed to be consumed 10 to 30 minutes before eating, the small but functional drink is one of the first products to directly market itself around stimulating the body’s natural GLP-1 response. While Boost emphasizes that this drink is not a substitute for weight-loss medications, it offers an alternative for consumers looking for a more accessible, food-based way to support appetite regulation. As major food and beverage brands start integrating GLP-1-related claims into their products, Boost’s pre-meal shot highlights the growing intersection of pharmaceuticals and functional nutrition.
5. Nutrisystem's GLP-1 Support Kit (U.S.A)
Nutrisystem is tackling the meal planning challenges that come with GLP-1 medications by launching a GLP-1 Support Kit—a curated selection of seven days’ worth of portion-controlled meals, snacks, and shakes designed to help users stay on track with their nutritional needs. The kit includes fiber-rich Maple Brown Sugar Oatmeal for breakfast, followed by quick, high-protein lunch options like Spicy Kung Pao Noodles, Bean & Bacon Soup, or Mac & Cheese White Cheddar. Balanced snack bars help bridge the gap between meals without spiking blood sugar, while dinners such as Rotini & Meatballs or Ravioli with Meat Sauce round out each day. For consumers navigating reduced appetite and changing food preferences, Nutrisystem’s approach promises to offer a structured way to maintain balanced nutrition without the guesswork.
As Andrew Wardlaw reminded us on The 2025 Show recently, ‘Where there is crisis, there will be opportunity.’ Translated in the case of GLP-1, there are three main opportunity areas for brands:
- Fortification. GLP-1 users demand extra protein (to offset the loss of lean muscle mass) and extra fibre (to counter digestion issues.) And because GLP-1 users are consuming much less, opportunities exist for products boasting high nutrition density and diversity.
- Portioning. GLP-1 users don’t have an appetite. We’ve recorded stories of people having to force themselves to eat. For this cohort, smaller portions are appealing. No one wants to waste food, so opportunities exist for manufacturers to create smaller portions and promote them positively.
- Elevating. GLP-1 uses are abandoning life’s pleasures in abundance. Beers, wines, and spirits are categories that risk losing sales. Snacks, meal kits, and practically all packaged foods similarly so. People will still want pleasure from what they consume, so opportunities exist for manufacturers to ramp up the sensory experiences of foods – albeit in compacted form. Stroll down the savory snacking aisle for ideas – with new lines boasting extreme heat and extreme sour to challenge the taste buds.
The rise of GLP-1 medications is a wake-up call for the food and beverage industry, but as with any shift in consumer behavior, there are opportunities for brands willing to adapt. Whether it’s fortifying products with more protein and fiber, rethinking portion sizes, or elevating the sensory experience, brands that lean into these changes will be the ones that stay relevant.
This isn’t just about reacting to a trend—it’s about understanding a new kind of consumer, one whose relationship with food is fundamentally different. The brands we’ve highlighted are already taking the first steps, but there’s plenty of room for innovation. As more consumers turn to GLP-1s, the question isn’t whether the industry will change—it’s how fast.
If you're looking to navigate these changes and future-proof your brand, get in touch with us — we’d love to help you seize the opportunity.