Inside Nestlé’s launch of a food brand for GLP-1 users—and how the packaging and design came together

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.” NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today GLP-1 drugs include Ozempic and Wegovy. In late 2023, Nestlé was keeping a close eye on the impact of GLP-1s on weight loss, Stoehr said. By 2024, the food giant determined that there was a new consumer whose needs were not being met, one that needed high protein, smaller portions and nutrients. The team also did consumer research on people looking to manage their weight without medication, Stoeher added, because Nestlé wanted to reach that market as well. Vital Pursuit is sold at major retailers including Walmart, Target and Kroger. The potential market for Vital Pursuit, and other foods targeting diet drug users, is expected to grow. A May survey of 1,479 U.S. adults by KFF, a nonprofit focused on health policy research, found that 12% had previously taken a GLP-1 drug, while 6% were currently using one. Morgan Stanley estimates that up to 9% of the U.S. population could be taking the drugs by 2035. The name Vital Pursuit came from consumer listening and consulting medical experts. “When we talked to medical professionals, they said it is vital for GLP-1 consumers to get adequate nutrition, which can sometimes feel like an afterthought in weight management,” Stoehr said. “And this consumer is in the pursuit of better. We felt that ‘pursuit’ exuded a little bit of optimism, which might be new for those on a weight-loss journey.” Vital Pursuit’s design work was done quickly. It normally takes 14 months to shoot brand assets and come up with packaging; for Vital Pursuits, it took just nine weeks from the time of the brief to handing off the asset files, according to Tom Davie, Nestlé brand identity and design lead. “For that kind of timing, we had to take a deep breath and re-evaluate our process,” he said. “Building a brand at that speed that still connects with the consumer was kind of refreshing.” Vital Pursuit worked with Sterling Brands on the packaging. The Vital Pursuit packaging is a white box with a lime green “V” meant to stand out among the typical red of the freezer aisle and be seen through foggy freezer doors, according to Davie. View this post on Instagram A post shared by Vital Pursuit (@vitalpursuit) “Designing for a GLP-1 brand consisted of three pillars,” Davie said. “First was high brand visibility to get eyes on the package, which is where the ‘V’ comes in. Then we had to lean into product photography. They had to be appetizing but thoughtful in their portion appearance. We didn’t want to overpromise on size. Then we have those core benefits in the black stripes in the corner that call out protein and nutrients.” Notably, the word “GLP-1” does not appear on any Vital Pursuit packaging. “There are limitations in terms of using GLP-1 language because we are not a medication,” said Stoehr. “We bring awareness to the benefits of protein, portion control and nutrients.” Stoehr says that the brand is focusing on social media, influencers and press to get the word out about Vital Pursuit. When it came to deciding what kinds of foods Vital Pursuit would sell, the team turned to another Nestlé brand, Life Cuisine, for inspiration. Life Cuisine was rolled out in 2020 as a sibling brand to Lean Cuisine to meet consumer preferences for low-carb, high-protein, meatless or gluten-free meals. “We know that people love the taste of Life Cuisine and that inspired some recipes,” said Stoehr. Like Life Cuisine, Vital Pursuit has a cauliflower crust pepperoni pizza, a chicken mozzarella flatbread and a Vermont white cheddar mac and cheese bowl with broccoli, which seems popular among influencers working with the brand. View this post on Instagram A post shared by Remi Cruz (@missremiashten) “We wanted food to still be accessible, let consumers say yes to mac and cheese and pizza,” Stoehr said. As for what’s next, Stoehr said a protein beverage is in the works for 2025.

Inside Nestlé’s launch of a food brand for GLP-1 users—and how the packaging and design came together

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