Conagra Brands is to affix labels on some of its Healthy Choice products in the new year in a bid to catch the eye of users of GLP-1 drugs.
The "On Track" badge will be used on Healthy Choice SKUs that are “high in protein, low in calories and a good source of fibre”, the US manufacturer said, claiming the 26 products are "GLP-1 friendly".
Conagra Brands said the move is a response to the increasing use of GLP-1 medication in the US. Without citing the source of the data, the Hunt's ketchup maker said the drugs are used by nearly 15 million adults in the US to manage Type 2 diabetes and support weight loss.
However, GLP-1 medication often suppresses appetite and the increased use of the drugs has sparked concern of their potential impact on the revenues of packaged-food manufacturers.
Nevertheless, announcing the new labels Conagra vice president of demand science Bob Nolan called the rising adoption of GLP-1 drugs an “exciting opportunity” to support consumers managing diabetes and weight loss, along with those “seeking to lead a healthier lifestyle”.
The labels will first appear on Healthy Choice Café Steamers and Simply Steamers, chosen for their smaller portion sizes and affordability, priced at a manufacturer's suggested retail price of $3.49 and $3.99, respectively.
Conagra added “no changes” have been made to the meals themselves. The badge highlights existing products “well-suited” for GLP-1 users, it added.
The USDA has reviewed and approved all products carrying the label, Conagra added.
Healthy Choice Café Steamers and Simply Steamers are available at retailers across the country, including Walmart, Target, Kroger, and Albertsons, as well as online at Amazon.com and Walmart.com.
New packaging will begin rolling out in January, with availability varying by location.
In May, Nestlé unveiled plans to introduce a new range of frozen ready meals specifically for GLP-1 medication users.
Called Vital Pursuit, the meals will be “portion-aligned to a weight loss medication user’s appetite”
