Conagra Brands Unveils New Labels Targeting GLP-1 Users - WSJ
According to a report, Conagra Brands, a leading player in the packaged food sector, will introduce a new label labeled "GLP-1 friendly" for some of its Healthy Choice frozen meals starting in January. This initiative aims to appeal to consumers who are using GLP-1 medications such as Ozempic and Wegovy to lose weight and reduce food intake.
The label will be featured on 26 Healthy Choice products known for their high protein, low calorie, and good fiber content. These nutritional characteristics align with the needs of GLP-1 medication users, who typically follow diets that include more protein and fiber to manage muscle mass and digestive health.
Bob Nolan, Conagra's senior vice president of demand science, expressed the company's intention to support this significant consumer demographic and establish a strong brand connection. Conagra's strategy comes during a period when the company experienced a decline in sales due to consumers' responses to rising grocery prices. Efforts have been made to entice customers back to frozen meals through promotions, product launches, and advertising campaigns aimed at increasing frozen vegetable sales.
While Conagra's packaging clearly indicates the GLP-1 friendly aspect, other food companies have developed products that meet the nutritional needs of weight loss medication users without directly referencing the drugs. Nestlé launched a frozen meal series called Vital Pursuit, emphasizing nutritional value on the packaging. Abbott Laboratories introduced a high-protein shake product targeting GLP-1 users, highlighting weight loss and muscle health on its packaging.
The Healthy Choice brand, which emerged in the 1980s for those with heart conditions, is adapting to the increasing use of weight loss medications. Conagra executives noted that the adoption of GLP-1 drugs has had a slightly positive impact on their business due to the demand for convenient and portion-controlled frozen single-serve meals and snacks.
The impact of weight loss medications is also observed by other food manufacturers. Hershey CEO Michele Buck acknowledged a slight effect on their business and emphasized the importance of monitoring eating behaviors to adapt product offerings accordingly.
Conagra managed regulatory processes to ensure that the new labeling met standards. After presenting concepts to the USDA and incorporating feedback, the company received approval for the new labels in October. Marketing efforts for GLP-1 friendly meals will include social media campaigns, and the label may be applied to additional Conagra products in the future.