Nestlé plans to launch a brand new range of food products specifically designed for the nutritional needs of consumers of Ozempic and Wegovy, these famous treatments prescribed for diabetics, but diverted from their use with the aim of losing weight. For the moment, the United States is the only one concerned.
A suitable serving of protein and essential nutrients like potassium, calcium and iron. This is what's in the brand new frozen food range launched by Nestlé in the United States. These include pizzas, sandwiches, but also bowl-style salads and even pasta. A menu that seems complete, but which is not for everyone. This offer specifically targets Ozempic and Wegovy users. This is the famous so-called miracle drug popularized by many personalities such as Elon Musk.
Prescribed as first-line treatment to patients with type 2 diabetes, Ozempic and its competitors allow you to lose 6 to 15% of your starting weight, according to various scientific studies. They are made from a molecule called semaglutide which has the ability to stimulate the pancreas so that it secretes insulin. Concretely, this helps slow down gastric emptying, which can cause vomiting, nausea and sometimes even discomfort.
While in Europe, the National Medicines Safety Agency (ANSM) alerted a year ago of a “misuse to the detriment of people with diabetes (type 2) who may have difficulty accessing their treatment“, one in eight Americans have already consumed one of their medications, indicated a few days ago a report from the health policy research organization KFF. In 43% of cases, it was a prescription due to diabetes while a quarter received this recommendation because of heart disease And 22% took these medications to resolve a problem of overweight or obesity, after prescription from a doctor. more generally, one in ten Americans have already taken Ozempic or similar products with the aim of losing weight. By 2035, 9% of the American population, or 31.5 million people, could be consumers of this drug. drug, also analyzed a study by Morgan Stanley.
As Nestlé CEO Steve Presley admits, this is an emerging category of consumers. The boss even declared a few days ago on the air of CNBC, an American television channel: “The reality is that for the last 25 years, the diet has kind of been dying. …To me, what we've done is actually given consumers a new tool that gives them confidence and allows them to be successful on this journey“.
The innovation thus takes the form of a collection of twelve frozen food products labeled Vital Pursuit, and including some gluten-free references. Prices start at $4.99, or around 4.6 euros. Marketing should begin in the fourth quarter in the United States. It remains to be seen whether this will be a new business focused on the American market, or whether it will be deployed in Europe.
However, you should not expect to read any mention of Ozempic or Wegovy on the packaging. The Swiss multinational plans to publicize the usefulness of its new range via social networks.
