Nestlé is creating food products targeted at people taking GLP‑1 weight‑loss medications such as Ozempic and Wegovy, using a combination of nutrition research and artificial intelligence, Reuters reported.
Background and market context
GLP‑1 drugs — including Eli Lilly’s Mounjaro and Zepbound and Novo Nordisk’s Wegovy and Ozempic — are spreading rapidly and have the potential to reshape demand across the food sector. The Boston Consulting Group estimates about 16 million people in the United States currently use these medicines, and that number could rise substantially by the end of the decade.
Because these drugs suppress appetite, they may reduce long‑term demand for packaged foods, sweets, snacks and soft drinks. Nestlé, however, views the shift not only as a risk but as an opportunity to develop new types of products.
What Nestlé aims to address
Rapid weight loss achieved with GLP‑1 therapies is not limited to fat loss; patients can also lose muscle mass, and the condition of skin, hair and nails may decline. The rapid loss of facial fat can produce a hollowed or aged appearance commonly referred to as an "Ozempic face."
To address these issues, Nestlé researchers are exploring nutrient formulations that support muscle preservation, adequate hydration and overall nutrient supply. Specific steps include:
- Adding collagen to certain products under the Vital Proteins brand to support skin, hair and nail health.
- Developing and scaling two micronutrient combinations that, alongside protein intake, may aid muscle tissue regeneration, according to Stefan Palzer, Nestlé’s Chief Technology Officer.
- Patenting proprietary ingredient combinations that the company says can help reduce appetite, aimed chiefly at people who experience increased hunger after stopping GLP‑1 treatment.
Products and market rollout
Nestlé has already launched or positioned several items for dieters and GLP‑1 users. In the United States it sells the Boost Advanced Nutrition Shake, which provides 35 grams of protein per serving and is marketed to support muscle health during weight loss. In Asia and Australia Nestlé introduced Milo PRO High Protein, a higher‑protein version of the familiar malt drink.
Other food makers are likewise adjusting — for example, ice‑cream producers are offering smaller portions, boosting protein content and simplifying ingredient lists to meet changing consumer preferences.
Use of artificial intelligence
Nestlé is using artificial intelligence to accelerate product development: the company analyzes large volumes of clinical research to identify promising nutrient combinations and to forecast consumer trends and responses. One internal system, Food Genie, is built on a database of roughly 120,000 recipes; it helps researchers and product developers estimate how a new recipe might perform and which adjustments could improve an existing product’s formulation.
Palzer said, “AI needs data,” and argued Nestlé’s scale and extensive recipe library give it advantages over smaller competitors. The company is also testing AI‑driven consumer simulations to predict shopper responses before products reach shelves, and it monitors social media to distinguish short‑lived fads from durable trends.
Expert reactions
Not all nutrition experts are fully supportive of specialized GLP‑1 consumer products. Amanda Avery, associate professor of nutrition at the University of Nottingham, said it is unfortunate when people expect novel and often more expensive products to supply the same proteins and nutrients that can be obtained from conventional foods such as meat, fish, eggs, dairy, legumes and nuts, which remain relatively inexpensive and accessible.
Avery nonetheless expects products targeted at GLP‑1 users to find an audience.
Why this matters
Nestlé’s strategy illustrates how the food industry is adapting to a market altered by weight‑loss drugs. While appetite suppressants may reduce consumption of some traditional products, they are also creating demand for higher‑protein, nutrient‑fortified and smaller‑portion foods. Nestlé’s product formulations, patents and AI‑enabled development processes show the company is positioning itself to participate actively in this evolving segment.
