US food manufacturer Conagra Brands is introducing a ‘GLP-1 friendly’ claim to packs of its Healthy Choice frozen meals to lure weight-loss drug users.
The claim will be added to 26 existing Healthy Choice products with high protein content and a low calorie content from January, in a bid to boost their appeal to users of GLP-1 agonists such as Ozempic and Wegovy, as reported by the Wall Street Journal. The meals themselves will not change.
GLP-1 agonists are designed to help people lose weight by mimicking the action of a hormone (GLP-1), which is released by the stomach after eating.
Users of the weight-loss drugs are advised to eat small, regular meals with lots of fibre and protein as they adjust to healthier eating habits.
Healthy Choice was initially marketed to older people with heart problems when it launched in the 1980s. However, Conagra executives said the decision to add new labelling in 2025 reflected a broader adoption of weight-loss medications and consumers’ familiarity with them.
“It’s a big enough audience,” said Bob Nolan, Conagra Brands’ senior VP of demand science. “We want to give them a little extra help and connect them to our brand first.”
Conagra Brands isn’t the first big food company to market its products towards users of GLP-1 agonists in the US.
Abbott Laboratories – which makes Ensure and Glucerna drinks in the US – launched a high-protein shake for GLP-1 users in January. Its on-pack information refers to weight loss generally, as well as muscle health and preservation.
Nestlé then launched Vital Pursuit, a frozen ready meal brand designed specifically for GLP-1 medication users, in May. Meals in the range are high in protein and a good source of fibre, as well as being portioned to suit a weight-loss medication user’s reduced appetite.
