USA – Swiss food company Nestle has announced the launch of Vital Pursuit, a product line targeting GLP-1 weight loss medication consumers in the US.  

The new product range will feature 12 products ranging from pasta, pizza, and sandwiches at a retail price of US$4.99, and is expected to reach retail outlets in the last quarter of 2024. 

Nestle, in a press release, revealed that the new product line is intended to be a ‘companion’ for this consumer segment.  

The company revealed that the product line will be rich in nutrients, high in protein, and a good source of fiber.  

Nestle also revealed that Vital Pursuit’s portion sizes are designed to adapt to decreasing appetites as people continue with their treatment.  

The new product range is Nestle’s way of responding to the changing eating habits of the American market. 

Steve Presley, Nestlé North America’s CEO, said, “At Nestlé, we want to be there for every moment in our consumers’ lives – today and in the future. As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category.”  

“We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors and innovating across our portfolio to deliver products people will love.“ 

This is not the only product launched by the company targeting specific consumers. 

Early this month, Nestle announced the launch of Nescafé Espresso Concentrate meant to respond to the growing cold market. 

The decision was inspired by a 2023 survey revealing 1 in every 3 cups of coffee consumed in the US was cold. It is one of the fastest growing segments in the beverage industry with a 15% increase in consumption in the past four years, according to Nestlé commissioned studies. 

The Nescafé Espresso Concentrate comes in two flavors: Sweet Vanilla, offering a touch of sweetness, and Espresso Black, providing a bold and intense coffee experience.   

The liquid coffee concentrates offer customization options, allowing consumers to create creamy iced lattes or robust Americanos according to their preferences. 

Made from a blend of quality coffee varieties, the concentrates deliver a rich and bold taste without requiring any special equipment or training. 

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