Nestle is to launch a new range of cheap frozen pizzas and pasta in the US to tap into the burgeoning market for users of weight loss drugs such as Wegovy and Ozempic.
The new products, which will sell for US$5, come with more protein, iron and calcium designed for the appetite-suppressing drugs, called GLP-1 agonists.
Tom Moe, president of Nestle USA's meal division, said the meals will be aimed at people who want to complement their use of the drugs with "the right nutrition - high protein, good fibre, the right minerals," like potassium and vitamin C.
Nestle added it started working on companion products to the GLP-1 drugs last year.
"We moved real fast on this," Moe said.
Roughly one in eight US adults have taken the GLP-1 drugs, but Goldman Sachs estimates that 10 million to 70 million American consumers could be taking them in the next four years.
Nestle already makes weight loss shakes and supplements that cater to people on the drugs, who can experience side effects like nausea and constipation.
Nestle's Vital Pursuit's portions will range from approximately eight to 10 ounces (227 to 284 grams), Moe said.