Frozen food lead Conagra Brands has claimed a food and drink industry first as it taps into rising consumer interest in GLP-1 weight loss drugs, including Ozempic, with a new food labelling scheme.
Kicking off from this year Conagra will feature its new Healthy Choice ‘On Track’ badge across 26 of its items, highlighting they’re high in protein, low calorie and a good source of fibre.
“This makes these items ‘GLP-1′ friendly and Healthy Choice is the first major food brand to call out ‘GLP-1′ friendly on the pack," said the business.
GLP-1-friendly foods and drinks
Using the sticker, consumers will be able to easily distinguish and identify products that suit their dietary needs.
“Whether you’re using GLP-1 medications, transitioning off them, working toward natural weight management or focused on maintaining a healthy lifestyle, these products are tailored to meet a variety of needs,” Conagra said.
It is believed 15m adults in the US use GLP-1 drugs to help manage their diabetes or support weight loss. By 2035, Morgan Stanley predicts 24m people will take GLP-1 drugs.
The drugs suppress the appetite and can result in reduced nutrient intake.
Food and drink manufacturers had already spotted the need to increase fortification, due to the appetite suppressant qualities of the drugs.
“Healthy Choice has always been a leader in nutritious frozen meals,” said Conagra Brands VP and general manager for single serve meals, Jill Dexter.
How GLP-1 drugs affect nutrient intake
“This new on-pack label builds on that legacy and is the latest in a long line of ways the brand has evolved to deliver modern health, providing consumers with clear guidance and trusted meal options.”
While the manufacturer will be highlighting its brands' GLP-1 compatibility, the business stressed none of its recipes had been changed.
The USDA had also reviewed and approved the products carrying the new label, to ensure compliance with regulatory standards, it said.
GLP-1 drugs like Ozempic are already expected to become a bigger part of consumers' lives in the coming years, leading sector experts to predict a global food and drink industry shakeup.