In the food world, rolling out a new product can take anywhere from 12 to 18 months. But Nestlé knew it had to move fast as it developed a new brand to target the small but growing population of GLP-1 users.
The product, Vital Pursuit, was announced in May and hit shelves last month. It is specifically formulated to meet the needs of GLP-1 weight loss medication users, who tend to have smaller appetites. Vital Pursuit items—which include pizzas, melts and bowls—have high concentrations of protein, fiber, and other nutrients in an attempt to ensure that while people might be eating less, they are getting enough nutritional fuel for the day.
“We spent a lot of time with this consumer to understand their new reality,” said Kristen Stoehr, brand manager of Vital Pursuit and a registered dietitian, in a recent interview. “Some of them are changing their shopping, but still want approachable formats and flavors.”