Conagra Brands launches “food industry-first” label on products deemed “GLP-1 friendly”

With the rising popularity of GLP-1 medications among US consumers for diabetes and weight management, Conagra Brands is announcing its Healthy Choice line will feature an “On Track” badge on 26 select items starting in January, indicating that the products are high in protein, low in calories and a good source of fiber, which make these items “GLP-1 friendly.”

Healthy Choice is the first major food brand to market its products as “GLP-1 friendly” in on-pack communication.

The badge is designed to help consumers easily identify nutritious and convenient options that suit their dietary needs. “Whether you’re using GLP-1 medications, transitioning off them, working toward natural weight management or simply focused on maintaining a healthy lifestyle, these products are tailored to meet a variety of needs,” highlights Conagra.

Tailoring products around GLP-1

GLP-1 medications, used by nearly 15 million US adults, help manage type 2 diabetes and support weight loss. These medications suppress appetite, which can lead to reduced nutrient intake. Medical experts developed a list of nutritional recommendations, highlighting the importance of dietary quality for people taking these medications.

Product innovation around GLP-1 weight loss treatment has been ramping up, as evidenced by brand activity. Earlier this month, Kelker Pharma announced its upcoming launch of Nutrilinq Genesis, touted as the “first science-backed” nutritional support system for people experiencing adverse effects from rapid weight loss.

Allurion, which recently launched an AI weight loss program and app to be used alongside GLP-1 therapy, highlights the expanding market opportunity for nutritional supplements complementing the popular weight loss drugs in the US, which is expected to exceed US$100 billion with 30 million total users by 2030.

“The increased use of GLP-1 medications presents an exciting opportunity to support Americans managing diabetes and weight loss, as well as those seeking to lead a healthier lifestyle,” says Bob Nolan, VP of Demand Science at Conagra Brands. 

The “On Track” badge on 26 select items indicates that the products are high in protein, low in calories and a good source of fiber.“Our ‘On Track’ badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.”

“Healthy Choice has always been a leader in nutritious frozen meals,” adds Jill Dexter, VP and general manager, Single Serve Meals at Conagra Brands. 

“This new on-pack label builds on that legacy and is the latest in a long line of ways the brand has evolved to deliver modern health, providing consumers with clear guidance and trusted meal options.”

Consumer-centric move

Conagra Brands says its decision to introduce the “On Track” badge on select Healthy Choice SKUs stems from the company’s deep insights into the needs of GLP-1 users. 

The badge will initially appear on Healthy Choice Café Steamers and Simply Steamers due to their smaller portion sizes and affordability, with meals priced at an MSRP of US$3.49 and US$3.99, respectively. 

“This ensures accessibility for consumers, particularly given the significant costs often associated with GLP-1 medications,” says the company.

No changes have been made to the meals themselves; the badge simply highlights existing products that are “well-suited” to GLP-1 users. Additionally, the US Department of Agriculture has reviewed and approved all products carrying the badge, ensuring compliance with regulatory standards.

A significant factor driving up market activity is blanket policy reform. US President Joe Biden plans to lower costs and expand accessibility of weight-loss medications like GLP-1 drugs to obese patients without other medical conditions. While the proposal could cut costs by 95%, as current out-of-pocket costs can reach US$1,000 monthly, it is subject to approval by the incoming Donald Trump administration.

ADM recently identified five unique needs for GLP-1 consumers, which it addresses with its ingredient solutions. “Three of them are when the consumer is actively on a GLP-1 drug, and two of them happen when the consumer comes off the drug,” Brad Schwan, VP of marketing at the company, told Nutrition Insight at SupplySide West 2024.