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the-next-food-marketing-blitz-is-aimed-at-people-on-new-weight-loss-drugs

The next food marketing blitz is aimed at people on new weight-loss drugs

GLP-1 friendly —

Taking a weight-loss drug? Food makers have just the new food for you.

The next food marketing blitz is aimed at people on new weight-loss drugs

As new diabetes and weight-loss drugs help patients curb appetites and shed pounds, food manufacturers are looking for new ways to keep their bottom lines plump.

Millions of Americans have begun taking the pricey new drugs—particularly Mounjaro, Ozempic, Wegovy, and Zepbound—and millions more are expected to go on them in the coming years. As such, food makers are bracing for slimmer sales. In a report earlier this month, Morgan Stanley’s tobacco and packaged food analyst Pamela Kaufman said the drugs are expected to affect both the amounts and the types of food people eat, taking a bite out of the food and drink industry’s profits.

“In Morgan Stanley Research surveys, people taking weight-loss drugs were found to eat less food in general, while half slashed their consumption of sugary drinks, alcohol, confections and salty snacks, and nearly a quarter stopped drinking alcohol completely,” Kaufman said. Restaurants that sell unhealthy foods, particularly chains, may face long-term business risks, the report noted. Around 75 percent of survey respondents taking weight-loss drugs said they had cut back on going to pizza and fast food restaurants.

Some food makers aren’t taking the threat lightly. On Tuesday, the massive multinational food and beverage conglomerate Nestlé announced a new line of frozen foods, called Vital Pursuit, aimed directly at people taking GLP-1 weight-loss drugs (Wegovy and Ozempic). Nestlé—maker of DiGiorno frozen pizzas and Stouffer’s frozen entrées—said the new product line will include frozen pizzas, sandwich melts, grain bowls, and pastas that are “portion-aligned to a weight loss medication user’s appetite.” The frozen fare is otherwise said to contain fiber, “essential nutrients,” and high protein, food features not specific for people on GLP-1 drugs.

“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” Steve Presley, CEO of Nestlé North America, said in the product line announcement. “Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category.”

Nestlé isn’t alone. At the end of last year, WeightWatchers began offering a membership program for people taking GLP-1 drugs. In January, meal delivery service Daily Harvest announced its “GLP-1 Companion Food Collection.” And last month, GNC announced a “GLP-1 support program” for people on the drugs, which includes a collection of various supplements, coaching, and consultations.

The companies seem to be heeding the advice of analysts. Morgan Stanley’s report noted that food makers can adapt to people’s changing diets by “raising prices, offering ‘better for you’ or weight-management products, or catering to changing trends with vegan or low-sugar options.” Kaufman noted that some companies are already adjusting by selling smaller packages and portions.

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Nestlé baby foods loaded with unhealthy sugars—but only in poorer countries

Bad track record —

Health experts say children under age 2 should have zero added sugars in their diets.

Night view of company logos in Nestlé Avanca Dairy Products Plant on January 21, 2019, in Avanca, Portugal. This plant produces Cerelac, Nestum, Mokambo, Pensal, Chocapic and Estrelitas, among others.

Enlarge / Night view of company logos in Nestlé Avanca Dairy Products Plant on January 21, 2019, in Avanca, Portugal. This plant produces Cerelac, Nestum, Mokambo, Pensal, Chocapic and Estrelitas, among others.

In high-income countries, Nestlé brand baby foods have no added sugars them, in line with recommendations from major health organizations around the world and consumer pressure. But in low- and middle-income countries, Nestlé adds sugar to those same baby products, sometimes at high levels, which could lead children to prefer sugary diets and unhealthy eating habits, according to an investigation released recently by nonprofit groups.

The investigation, conducted by Public Eye and the International Baby Food Action Network (IBFAN), says the addition of added sugars to baby foods in poorer countries, against expert recommendations, creates an “unjustifiable double standard.” The groups quote Rodrigo Vianna, an epidemiologist and professor at the Department of Nutrition of the Federal University of Paraíba in Brazil, who calls added sugars in baby foods “unnecessary and highly addictive.”

“Children get used to the sweet taste and start looking for more sugary foods, starting a negative cycle that increases the risk of nutrition-based disorders in adult life,” Vianna told the organizations for their investigation. “These include obesity and other chronic non-communicable diseases, such as diabetes or high blood-pressure.”

The two groups compared the nutritional content of Nestlé’s Cerelac and Nido products, the company’s best-selling baby food brands in low- and middle-income countries that generate sales of over $2.5 billion. In a Cerelac wheat cereal product, for instance, the product contained up to 6 grams of added sugar in countries including Thailand, Ethiopia, South Africa, Pakistan, India, and Bangladesh. In the United Kingdom and Germany, the same product contained zero added sugars.

The product with the highest sugar content was a Cerelac baby cereal product sold in the Philippines with 7.3 grams of sugar. While children under age 2 are recommended to have zero grams of added sugars in their diet, for reference, children aged 2 to 18 are recommended to have less than 25 grams (about six teaspoons) per day by the American Academy of Pediatrics.

In the Philippines, where the sugar content was the highest, and in other countries—including Nigeria, Senegal, Vietnam and Pakistan—the added sugar content was not listed on Nestlé’s labeling, the investigation found.

Double standard

“There is a double standard here that can’t be justified,” Nigel Rollins, a WHO scientist, told the nonprofit groups. Rollins pointed out that the company does not add sugars to its baby products in Switzerland, where the company is headquartered. Thus, continuing to add it in low-resource settings is “problematic both from a public health and ethical perspective,” he said.

In a report last month, the WHO found that as of 2022, 37 million children under the age of 5 worldwide had overweight. Additionally, over 390 million children ages 5 to 19 had overweight and 160 million had obesity. The prevalence of overweight in children 5 to 19 rose from 8 percent in 1990 to 20 percent in 2022, the United Nations agency noted. Obesity rates in this age group, meanwhile, rose from 2 percent to 8 percent in the same timespan.

Nestlé responded to the investigation with a statement suggesting that the differences in sugar content “depend on several factors, including regulations and availability of local ingredients, which can result in offerings with lower or no-added sugars.” But it argued that these differences do not “compromise the nutritional value of our products for infants and young children.”

Nestlé is a multinational food and drink behemoth with a controversial history of selling baby products in poorer countries. In the 1970s and ’80s, the company came under heavy international fire for aggressively marketing its baby formula to impoverished mothers. Health advocates accused Nestlé of misleading mothers into thinking formula is better than breast milk for their babies, even though leading health organizations recommend exclusive breastfeeding for the first six months of life when possible.

Critics accused Nestlé of providing free formula to hospital maternity wards, causing new, low-income mothers to turn to it shortly after birth in the critical window in which breast milk production would otherwise ramp up in response to nursing a newborn. Without nursing in that time, mothers can struggle to lactate and become dependent on formula. Out of the hospital, the powdered formula is no longer free and must be mixed in proper amounts and in sanitary conditions to ensure it is safe and meeting the nutritional needs of the infant, which can be a struggle for poor families.

Nestlé now states that it follows international standards for marketing breast-milk substitutes, despite ongoing boycotts in some countries.

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