Vital Pursuit
The meals cost less than $5 and are available at retailers including Target and Walmart, starting Wednesday, according to the company.
They don’t explicitly say it on the box, but Nestlé told Business Insider these new products were designed for the rising number of people on GLP-1 weight-loss drugs, who typically consume around 1,200 to 1,800 calories per day.
Many GLP-1 users suddenly discover they don’t have as much “food noise” or constant thoughts about eating anymore. They also may feel full very quickly, and experience slower digestion than others. These small meals, branded as protein-rich, are designed to help GLP-1 users lose more fat, and less muscle.
Kristen Stoehr, a registered dietician and the Vital Pursuit brand manager at Nestlé, says you don’t have to be a GLP-1 user to eat these foods. After all, only about 6% of Americans are actually on a GLP-1 drug right now, according to data from the health policy research firm KFF.
“We want to be a brand for those 82% of Americans who are managing their weight,” Stoehr told Business Insider, referencing a Morgan Stanley report.
I tried two of the new meals before their release on Wednesday, and though I was skeptical, I have to say they tasted better than I expected.
And they were clearly designed to keep me full for a while.
The last time Nestlé brought new processed foods to the frozen aisle was about four years ago, when keto diets and plant-based meals were trending, Stoehr said. The new meals are leaning into some fresher, newer nutrition trends — they’re high protein, with many gluten-free options, and a decent amount of fiber in each box.
“We’re just always tweaking our lineup to make sure we’re relevant for today’s consumer,” she said.
Registered dietician Alix Turoff and nutrition coach Mike Molloy, both independent nutrition experts who don’t work at Nestlé, took a look at the nutrition facts and components in the meals for Business Insider. Their reviews, like my taste test, were relatively positive, but not glowing.
A 380-calorie mini pizza with 26% of the daily protein recommendation
Hilary Brueck / Business Insider
The garlic herb grilled chicken bowl wasn’t half bad either, though it did leave me a bit hungrier than the pizza. I liked the herby and just slightly creamy flavor, which after a quick glance at the ingredient panel I chalked up to the presence of some Parmesan cheese, basil, garlic, lemon juice, and feta.
The sauce wasn’t heavy, and paired well with the coin-sized pieces of chicken (small!), brown rice, carrots, and broccoli. Turoff was more impressed with the ingredient list here, and said the sodium (640mg, 28% DV) and vitamin A (70% DV) stats were better than the pizza.
Both independent nutrition professionals we spoke to for this story said there are plenty of other options out there for weight loss and portion control. It’s not like Nestlé suddenly reinvented the convenience food.
“These meals seem like a decent option… but not a great one,” Malloy wrote in an email to Business Insider. He said the focus on upping protein is important for people on GLP-1 drugs.
“That is one thing I think is contributing to the excessive muscle mass loss that people are experiencing,” he said. “If this helps them to get more protein overall, that’s a win in my book.”
Turoff was also sensitive to the fact that people on GLP-1s may not have much of an appetite, and as a result, they may not be motivated to cook or prepare their own food at home.
“This is where convenient, portion-controlled frozen meals like these can be really helpful,” she said.
“These products can serve as a useful tool for those who may not yet feel comfortable in the kitchen or who struggle to maintain a consistent routine of preparing balanced meals. For someone on GLP-1 medications, who might be overwhelmed by appetite changes or simply trying to adjust to their new eating patterns, having a frozen meal that is quick and easy to prepare can reduce decision fatigue.”
Hilary Brueck / Business Insider
While I’m not the target audience for these meals, I was happy to have this chicken and rice on hand during a busy day at the office, and ready in under five minutes.
Nestlé is bracing for a drop in appetite for fast-food
This is not Nestlé’s first foray into the growing business of catering to GLP-1 users across the US. For several months now, the company has been selling protein powders, shakes, supplements, electrolytes and other nutrition products geared towards GLP-1 weight loss on a dedicated website.
On a call with BI, Nestlé’s senior manager for health and wellness, Marlene Schmidt, cited Morgan Stanley’s recent report predicting that by 2035, roughly 7% of the US population will be on a weight loss drug.
In that same report, Morgan Stanley said that consumption of sodas, baked goods, and salty snacks “may fall up to 3% by 2035.”
Clearly, the biggest food giant in the world wants to make sure it’s ready for that consumer shift.