How GLP-1s are shaking up snacking

Food companies are repositioning their products to address expanding use of GLP-1 drugs for weight loss, with executives beginning to acknowledge the "lasting influence" the medications will likely have on sales.

About one in eight adults say they are taking GLP-1s such as Ozempic and Wegovy for weight loss or another chronic condition, a KFF poll found. More than half of U.S. adults — or 137 million people — are eligible to take these medications, and usage is expected to only grow as the drug becomes cheaper and more widely available.

For food companies, these medications are potentially an existential threat: Consumers on weight loss drugs not only eat less, but also tend to avoid processed foods and snacks. Grocery spending shrank by 6% in households containing at least one person taking weight loss drugs, a Cornell study found. 

“Anti-obesity drugs will have a lasting influence on the food market,” General Mills CEO Jeff Harmening told analysts at the Consumer Analyst Group of New York onference in Orlando last week.

General Mills and other food giants are reformulating or claunching new products with these consumers in mind, offering smaller portion sizes or adding ingredients such as protein or fiber. Since GLP-1s suppress appetite, it's even more important for consumers on these medications to maximize nutrients and vitamins in order to maintain muscle mass and support their health.

The weight-loss drugs are “nudging some consumers toward smaller portions and more nutrient-dense protein and fiber-forward foods,” Harmening said. The cereal and snacks maker is leaning in with smaller pack sizes and new products, including Honey Nut Cheerios Protein, Ghost performance nutrition bars and new lines of granola.

Indulgence reigns supreme

Households with users of GLP-1 medications for weight loss are set to account for more than a third of food and beverage sales during the next five years and are likely to reshape consumer preferences and purchasing patterns, according to a Circana report released in November.

Other food companies have also moved aggressively to position their businesses for a GLP-1 world.

Nestlé launched its first major U.S. brand in nearly three decades in 2024, called Vital Pursuit, for consumers taking GLP-1 medications and other individuals focusing on weight management. A year later, Danone rolled out an Oikos yogurt drink aimed at users of GLP-1 drugs that helps people build and retain muscle mass.

Still, there are questions among food companies about whether GLP-1 medications will fade like other diet trends, such as Atkins or South Beach, according to Erin Lash, a senior director of consumer equity research at Morningstar. At the same time, little is known about how long GLP-1 users will take the drugs. A study found 50% to 75% of people who start taking these medications stop using them within a year.

“Most [food companies] don't seem overly concerned to this point” about GLP-1 drugs, Lash said. “Consumers are still indulging.”

Nonetheless, Lash said it’s prudent to prepare for a world where GLP-1s are a permanent part of the landscape, though companies should take care not to alienate their core group of consumers who won’t take the medications.

Frozen and snack food company Conagra Brands, which has added a “GLP-1 friendly" label to some of its Healthy Choice frozen meals, sees the medications as an opportunity, even if consumers don't continue taking them.

Bob Nolan, Conagra’s senior vice president of demand science at Conagra, said if the company can attract consumers while they're on GLP-1 medications, then they're likely to stick around even if they stop taking the drugs. 

Conagra has portion-controlled frozen meals, vegetable offerings and protein-laden meat sticks, like Fatty and Slim Jim, that cater to the GLP-1 and weight management crowd. It has also introduced products such as Birds Eye veggie sides and a Banquet Mega XL Buffalo-Style Chicken Mac ‘N Cheese with extra protein.

“We want to have products that are there for them when they're getting on to GLP-1s,” said Nolan. “And then … once you've achieved your target weight, what's your new goal? Your new goal is to maintain.”

Even as experts forecast a major expansion of the drug, particularly once it's more widely available in pill form, some executives still aren't buying into the hype. 

Dirk Van de Put, CEO of Oreo maker Mondelēz International, said GLP-1s are likely to have a “minimal” effect on his company’s volumes. Even with oral medications coming on the market, there is no indication “that’s going to change in a substantial way.” 

Consumers have already been gravitating toward protein and fiber as they prioritize their health. The demand for protein, for example, is benefiting some of Mondelēz’s products, such as Clif and Builders protein bars.

“There will be a shift and effect on our business, but it's not because of GLP-1,” Van de Put said.

Americans are using weight loss drugs more than ever, standing to transform the food industry by reshaping how and what consumers eat.

Around 6 million adults, or 2% of the U.S. population, use GLP-1s such as Ozempic and Wegovy to lose weight, according to a FAIR Health report. With 137 million Americans — or more than half of all adults — eligible for the drug, the market for these medications is expected to skyrocket.

For food and beverage companies, the implications could be significant. GLP-1s’ hunger-suppressing side effects result in lower consumption of most products. Grocery spending shrank by 6% in households containing at least one person taking weight loss drugs, a Cornell study found.

"The billion-dollar question is: How do I make someone who is not hungry eat again?" Bruno Didier, head of B2B at CookUnity meal delivery service, said during a panel at the IFT FIRST conference in Chicago earlier this month.

Part of the answer lies in understanding how consumer diet patterns are changing when taking the medications. Research from the University of Arkansas' Agricultural Experiment Station found the drugs don't just affect how much a person eats, but what they eat, too.

Consumers on GLP-1s eat 700 fewer calories a day, and they were most likely to eschew processed foods, sugar-sweetened beverages, refined grains and beef. Only fruit, leafy greens and water showed an overall increase in consumption, the research found.

While consumption of most processed and sugary foods drops when taking GLP-1s, consumers' desire for these foods does not wane. That's creating additional opportunities for food companies to support consumers' dual desires for nutrition and indulgence.

Companies are selling smaller portion sizes, more nutritionally dense options and foods fortified with fiber or vitamins. Nestlé launched a GLP-1-friendly frozen product line in 2024 featuring bowls with whole grains, portion-aligned sandwich melts and pizzas with cauliflower crust.

The shift is a far cry from the past, when companies would offer meal plans with lower calories to help consumers sustain weight loss. Now, food is marketed to help consumers avoid muscle mass loss and maintain their nutrient intake.

"It's really important to make more use of your calories, making sure that each calorie counts for nutrition," David Despain, senior principal nutritionist at Nestlé Health Science, said at IFT FIRST. "Maybe moving on from the past of working on foods that are craveable and more producing foods that are delicious and yet intentional."

Eating, however, is more than just getting nutrition — it's a social and cultural activity that is an essential part of daily life. To capture consumers, more companies are also beginning to play up the social and experiential aspects of their foods.

Lydia Alexander, chief medical officer at Enara Health and a diplomate of the Obesity Medicine Association, said companies should not think "food isn't going to matter anymore" with consumers taking the appetite-suppressing medications.

Instead, businesses offering the most care and intention behind their packaging, messaging and nutrition benefits will win in the GLP-1 era.

"I would say, really … that food is going to matter more than ever, because it's experiential," Alexander said.

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By Ardent Mills

GLP-1 usage is on the rise. Today, nearly one in 10 US adults claims to be using a GLP-1.¹ That equates to 25 million adults who are shopping for themselves and their households. And the reality is that the GLP-1 consumer approaches their food choices differently in the home, in restaurants and at store shelves. According to a recent article published by Cornell University, which shared findings from a 2025 Journal of Marketing Research study, “within six months of starting a GLP-1 medication, households reduce grocery spending by an average of 5.3 percent. Spending at fast-food restaurants, coffee shops and other limited-service eateries falls by about 8 percent.”

This decreased consumption (and related spend) doesn’t impact all categories evenly. The same study noted that “ultra-processed, calorie-dense foods saw the sharpest declines. Spending on savory snacks dropped by about 10 percent, with similarly large decreases in sweets, baked goods and cookies.”

The rise of benefit stacking – an opportunity amid disruption

Eating (and spending) less but wanting more from each bite defines a new mindset known as benefit stacking. Today’s consumer seeks out 7.8 nutritional benefits from the foods they eat, and for those taking a GLP-1, that expectation jumps to 9.3.² The desired benefits are many, but there are a few that consistently rise to the top: protein, fiber, whole grains, the drive to feel fuller longer and trusted ingredient transparency.³ The brands that can create products that deliver more of what consumers want will continue to win on the shelf, in restaurants and in the home.

Formulating for success

Benefit stacking is already taking hold in food innovation and manufacturing. From reformulating existing products to launching new ones, CPG brands and manufacturers are seeking out strategies for putting more of what consumers want into their portfolios.

In 2026 alone, the share of new products launched to date with a protein claim AND fiber claim AND whole grains claim is +92 percent from all of 2025 and is at the highest level since at least before 2018.⁴ This shift toward stacked nutritional benefits also aligns with how consumers describe their food choices. One in five (20 percent) of consumers participates in protein AND fiber AND whole grain eating, which is four percent higher than one year ago.⁵ So, what can brands do to pack more benefits into their portfolio?

It starts with the right ingredients

Integrating whole grains and pulses like chickpeas, lentils, flax, sorghum and other whole grain ingredients that can provide fiber, protein or even both of these nutrients can make a real difference at that moment of purchase. Working with a supplier-partner who has the proven ingredient expertise and R&D teams to help you optimize formulations is also critical so that you can ensure product taste and texture performance.

Lead with market and consumer insights

Understanding the GLP-1 consumer is not a one-time exercise; it requires ongoing access to research and insights. As the percentage of people using GLP-1s grows, the makeup of this consumer set will evolve, as will the motivations driving their food choices. The good news is that there are resources available for you to leverage as you build out your brand’s strategy. From information on the benefit stacking trend to data on what GLP-1 users are prioritizing, continue to connect with insights experts who can break down the latest trends and analysis for the benefit of your business. The right insights can help inform your innovation pipelines, marketing strategies and on-pack claims to help you break through category clutter and build brand loyalty.

Key benefit stacking takeaways

While spending may be decreasing, opportunity doesn’t have to. Consider these final thoughts as you create you benefit stacking strategy:

1. Assess your ingredient mix: Look for ways to integrate fiber-forward, protein-boosted, whole-grain ingredients into your formulations and leverage those claims wherever possible.
2. Focus on making the biggest impact: Depending on your equities, you may not need to focus on EVERYTHING. Concentrate on connecting to the benefits that matter most to your consumer base. That could be high protein or being known as a fiber-forward brand. If you already have equity as a gluten-free leader, lean into that message and amplify the whole-grain, gluten-free ingredients that provide consumers more of what they prioritize.
3. Don’t wait: Brands who have invested in benefit stacking are already seeing growth that outpaces category standards. One example – Top Seedz*, a gluten free and organic snack brand – stacks the benefits with their on-pack claims. They tout organic, gluten free, vegan, nutrient dense and clean label and are experiencing a +39 percent increase in unit sales, compared to a -4.4 percent decline in category unit sales. ⁶

The bottom line? The time is now to pivot your portfolio to meet GLP-1 market disruption head on.

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Ardent Mills does not endorse, recommend, or support the use of any ingredient or product to diagnose, treat, cure, or prevent any disease or to affect the safety, efficacy, performance, or outcomes of any GLP‑1 medication or related therapies. Customers are solely responsible for ensuring that any product labeling, marketing, advertising, or claims comply with all applicable federal, state, and local laws and regulations. Ardent Mills assumes no responsibility for any liability or damages arising out of or related to your finished products.

1, 2, 3, 5: Ardent Mills proprietary research, US consumers 18+

4: Innova Market Research

6: Innova Market Insights, Byzzer/Nielsen, total FMCG, 52-week annualized sales, desktop research including brand websites. Brand names and trademarks are used solely to describe industry context or market categories. Such use does not imply any relationship, endorsement, or purchasing activity between the referenced entities and Ardent Mills.

* Brand names and trademarks are used solely to describe industry context or market categories. Such use does not imply any relationship, endorsement, or purchasing activity between the referenced entities and Ardent Mills.

Households with users of GLP-1 medications for weight loss are set to account for more than a third of food and beverage sales over the next five years, and stand to reshape consumer preferences and purchasing patterns, according to a new Circana report.

Around 23% of U.S. households currently have a member using GLP-1 drugs, like Ozempic or Wegovy, the report found. By 2030, these households are projected to represent 35% of all food and beverage units sold.

The findings hold major implications for food and beverage companies who are starting to navigate how GLP-1s impact consumer preferences and purchasing behavior. Weight loss drugs suppress appetite and push consumers toward healthier and convenient offerings with high protein, fiber, energy or hydration benefits, Circana found.

Consumers on GLP-1s are more likely to avoid items high in carbohydrates and sugars, making them less likely to pick up a traditional soda or a bag of chips.

“The rise of GLP-1 medications is a huge moment for the CPG industry,” Sally Lyons Wyatt, global executive vice president and chief advisor for Circana, said in a statement. “Our research shows shopper priorities are evolving quickly and dramatically.”

Shifting preferences have already pushed some food giants to position their products to capture this fast-growing cohort of consumers. Companies like Conagra, Danone and even ramen maker Nissin, have begun formulating offerings meant to help consumers meet weight loss goals.

Importantly, while GLP-1 users are buying less groceries, they still spend more compared to non-users, according to Circana. An ADM report found 80% of consumers taking these drugs are willing to pay more for food and beverage products that provide added health benefits, and 67% said GLP-1 friendly attributes are important factors in purchasing decisions.

Companies are also beginning to contemplate how to support consumers who start and stop these medications. While many consumers may keep their healthier eating habits after ceasing the medication, according to ADM, 76% regained at least some of the weight they lost, which could push them back to restarting GLP-1s.

Around 65% of consumers say they would consider restarting GLP-1s to limit food cravings or “noise,” ADM found. To reach consumers that have ceased GLP-1s, ADM said companies should focus on foods with ingredients that increase the perception of fullness.

Half of previous GLP-1 users are likely to use the medications again in the future, according to Circana, which could carry major implications as consumers move in and out of active medication use while trying to retain the health-conscious behaviors they adopted.

”The key to future success will be adapting product selections and marketing to line up with the new health-focused mindset of this growing group of shoppers,” Lyons Wyatt said.

Once catering to a niche set of consumers, health and wellness claims are now a mainstay in food and beverage innovation as shoppers demand more out of what they eat and drink.

Health-focused social media influencers, evolving diet fads and the rise of GLP-1 medications for weight loss have led to dozens of micro-trends where certain ingredients are touted as ways to boost mood or address specific health concerns.

Protein, which saturated the market last year, is now table stakes for the general population. A whole new crop of functional ingredients is beginning to take over the market, including fiber and colostrum for gut health, sea moss and collagen for healthy skin and nails and lion's mane and ashwagandha for energy support.

"People are just thinking more and more about what they're consuming," said Scott Dicker, senior director of market insights for consumer data company Spins. "There's still this idea of indulgences, but it's just being more intentional [about] when and how you indulge."

Fiber is on the come up, but protein hasn't peaked

Diet trends like "fibermaxxing" and greater awareness around gut health are propelling fiber to the forefront in 2026, but protein will remain a "wellness powerhouse," Lu Ann Williams, president and co-founder of Innova Market Insights, said in a webinar.

Nearly every major brand has jumped into the protein trend, with offerings like protein Pop Tarts or protein fortified yogurts. Fiber is quickly getting the same treatment, particularly in the beverage space, where the success of prebiotic sodas like Poppi have led to a boom in innovation.

Consumers see fiber as capable of far more than just improving digestion health, linking it to improved skin, decreased inflammation and improved mood. Over half of consumers see gut health as important to their overall health, according to an Innova survey. Another 44% said they notice when they improve their gut health, they also have improvements to their energy, skin or immunity, according to Williams.

Those layered benefits position fiber as a "gateway for holistic wellness" for food companies, Williams said. Fiber's digestive qualities also provide an opportunity to appeal to GLP-1 users, as the medication can cause gastrointestinal side effects.

Companies should take a similar holistic approach when it comes to marketing protein, Williams said, adding it's not enough to "slap protein [in] something." Brands need to add other functional ingredients in addition to protein in order to stand out, or explain how their protein source can provide specific benefits in weight management or muscle mass recovery.

"Everything now is about taking this more holistic approach," she said. "It's not just protein. It's either a better, absorbable protein, or it's about protein related to another benefit that's really important."

Even with fiber gaining momentum, it’s unlikely to exceed protein's popularity, in part because there's a "lower ceiling," Dicker said. Only so much of the ingredient can be added to foods, with Dicker noting "you definitely notice if you've had too much fiber."

Combining fiber and protein together, however, is a major opportunity, particularly for consumers on GLP-1s for weight loss. Medications like Ozempic suppress appetite, requiring more nutrient-dense food to make up for lower consumption.

“As people eat less food, especially those on GLP-1s, they’re going to have to eat more nutrients,” Williams said. “Protein and fiber are going to be really important.”

Emotional health is in the spotlight

The health and wellness movement encompasses more than just physical health for consumers, who are also looking to food and beverages to support their emotional and mental wellbeing.

Mood-boosting chemicals such as adaptogens and nootropics are meant to improve chemical function and overall wellbeing. Meanwhile, brands like mocktail maker Recess are using magnesium or other ingredients to promote sleep.

Innova found that 60% of Gen Z and millennials say they are concerned about their mental health, with most wanting to improve areas including anxiety, focus, energy and memory. Energy is the top concern for consumers, which has paved the way for new innovations in the category.

Though it’s not always marketed this way, the energy category is one of the original “functional beverage” segments, Dicker said.The perception of the category has now shifted from party beverages to drinks that support active sports and performances, Dicker said.

Energy drinks are now adding more functionalities, including specific nutrients to achieve certain health benefits and attract more women. For example, podcaster Alex Cooper’s Unwell Beverages includes biotin for hair health in its better-for-you energy drinks.

As consumers have broadly begun moderating their alcohol intake, Dicker hypothesizes that they may rethink their caffeine consumption next, leading to more opportunities for companies to differentiate caffeine levels or introduce alternatives. Decaffeinated offerings, mushroom coffee and "crash-free" ingredients like paraxanthine have all grown in popularity, he said.

Williams says there is burgeoning interest in new ingredients that address the other factors of emotional wellbeing, such as stress. While hemp-based THC products have grown to fill this niche, its future remains clouded by a looming ban that takes effect this fall.

The mood support category in beverages has been growing for a long time, said Dicker, but it’s been accelerated by people drinking less alcohol and seeking an alternative for a nightcap. However, it often takes weeks of consistently consuming magnesium or other ingredients to notice results, making it unclear if the trend will last.

"I do think that it's still a very large opportunity, but people want to feel an acute feeling from it,” Dicker said, adding that people may not have the patience to drink a product daily for long periods before experiencing results.

The future of this emerging sector, he said, will also depend on if any brands are able to reach mainstream acceptance.

“It takes a few brands to really execute and really catch lightning in a bottle,” Dicker said.

A blue raspberry Icee made from natural dyes? It's possible, but don't count on it, says the CEO of J&J Snack Foods, the maker of the iconic carbonated slushie.

Snack companies have reformulated their offerings to lower sugar and remove artificial ingredients in response to expanding GLP-1 use and pressure from the Trump administration’s “Make America Healthy Again” movement. But J&J, which manufactures treats meant for occasional indulgences, so far has managed to rebuff these threats that have weighed heavily on their competitors.

Built around the motto, “Fun served here,” J&J’s roughly 30 brands are available across nearly every retail channel — from movie theaters and amusement parks to supermarkets, convenience stores and restaurants.

For consumers grabbing a SuperPretzel at a ballgame, Dippin’ Dots at an amusement park, or an Icee at the movie theater, J&J said its snacks are part of the experience. GLP-1s and the MAHA movement so far have had “a negligible” impact on J&J’s foodservice business, which makes up nearly two-thirds of the company’s sales, according to J&J CEO Dan Fachner.

“In most cases, our product is really experiential, and so we're a little insulated from some of the GLP-1 fears, or the MAHA fears, that have kind of spooked a lot of the traditional snack companies,” Fachner said. 

This has helped at least partly protect J&J’s sales, which have been under pressure from a broader pullback in consumer spending impacting the economy and a decision by the snack maker to cull low-margin SKUs and implement other initiatives intended to boost productivity.

The New Jersey company said during its first quarter ended Dec. 27 that sales were $343.8 million, down 5.2% from the same period a year ago. 

Despite its experience-driven focus, J&J hasn’t lost sight of the fact that consumer tastes are changing or that state and local governments could one day pass laws altering the food ingredient landscape, forcing the company to respond.

It’s a big reason why J&J is working to make its portfolio “better” for consumers without affecting the taste, launching new, trendy products and preparing for a handful of worst-case scenarios. 

In a room near Fachner’s Nashville office, for example, J&J is testing out natural dyes for Icee, including blue for its popular blue raspberry flavor, in case state or federal governments decide one day to restrict the use of synthetic colors. 

J&J is unlikely to make the switch to natural dyes on its own anytime soon, however. Fachner noted the higher cost for the color replacements, customer expectations for the Icee product and other obstacles. 

“If somebody called tomorrow and said, ‘You can't sell anything with the artificial dye in it, I want to be ready to jump into action,” he said.

Indulgent treats adopt a healthier halo at retail

J&J also is leaning into health trends for its retail lineup carried at thousands of U.S. stores. 

A few years ago, Fachner instructed his team to look into its sprawling snack portfolio to identify ways to make it more attractive to health-conscious consumers, including those taking GLP-1 medications. Fast forward to this year, where J&J is preparing to launch smaller pretzels and options with protein or whole grains.  

Changes are also coming to its Luigi Real Italian Ice line to better position it for today’s consumers. Usually found in a cup, J&J is adding mini pops with hydration and immunity benefits to the lineup in the second quarter.

“The world's always going to turn, so as an organization, we have to learn to turn with it, and not stick our feet in the sand and say, 'We have these great products. They're all experiential. We don't have to do anything,” Fachner said. “That's not true.”

But even as J&J makes changes to meet the demands of today's health-conscious consumers, it's careful not to promote all its achievements, even ones that competitors wouldn’t hesitate to publicize. The CPG company has taken dyes out of some products over the years to comply with government requirements, including Red No.3, which was banned in early 2025. J&J also reduced calories in Icee.

“Neither one of those things do I advertise. We're doing the right things as an organization to make sure that we fit within government guidelines and what is healthy for the consumer,” he said. “And yet you want to be careful not to take it so far that you walk away from what the consumer is really looking for.”

Sales of Danone’s popular yogurt brands are finding a more prominent place on the menu with consumers who are eating less as a result of using Ozempic and other popular weight-loss drugs.

Danone, the world’s largest yogurt maker, has seen North American demand for Oikos and its other popular brands soar, driven in part by consumers looking to fill their nutritional needs when taking GLP-1 medications. The company's protein-packed and low-sugar offerings have benefited the most from the trend and Danone is beginning to market its products directly to users of these popular weight-loss medications. 

“We do believe that this is not a fad,” Rafael Acevedo, president of yogurt at Danone North America, said in an interview with Food Dive. “This is a trend that is here to stay.”

Roughly 14% of U.S. adults have taken GLP-1 drugs to lose weight or manage other diseases like diabetes. The medications, which suppress appetites, have created worries in the food industry that the rise in the popularity of these drugs could lead to a meaningful drop in food consumption and sales. 

Still, a decline in consumption hasn’t changed the fact that people still need the proper nutrition to maintain muscle mass and overall health. This has provided an opportunity for yogurt and other nutrient-rich offerings to fill the void.

Yogurt consumption is nearly three times higher in U.S. households where GLP-1s are used, according to Acevedo. For Danone, that has led to a boom in sales for some of its biggest brands — particularly those that promise nutritional benefits. Yogurt also is ideally positioned for those cutting calories because it is portion-controlled.

Oikos, which touts its high protein content, has been one of the biggest beneficiaries. Retail sales surged 40% during 2024, according to Circana data provided by Danone. Too Good & Co, which prioritizes low sugar, and the more indulgent but protein-laden Light & Fit also have seen an uptick in sales among GLP-1 users.

“We’re in a good position of leveraging our portfolio to satisfy the needs of those consumers,” Acevedo told Food Dive. “We believe in yogurt that we’re very well positioned to capture a lot of those opportunities.”

With another 20% of households showing an interest in using GLP-1 medications, Danone and other food companies are taking more aggressive steps to reach consumers. 

To promote its yogurts as a solution for people taking GLP-1 medications, Danone North America is partnering with healthcare practitioners, working with retailers and marketing its products directly to consumers online. In December, Danone North America launched a website outlining the nutrition priorities for GLP-1 users, with recipes and product suggestions for consumers concerned about weight management.

Acevedo said the CPG manufacturer also is exploring innovations within existing brands to capitalize on growing to GLP-1 usage. At the same time, Danone is expanding distribution for some of its recent launches in the U.S., such as its Oikos Pro Drinks and Shots.

Other food manufacturers are positioning themselves to benefit from the uptick in GLP-1 use by designing products specifically geared for these consumers or by promoting the dietary advantages of existing offerings.

Nestlé, which makes Hot Pockets and DiGiorno pizza, launched a pre-meal drink under its Boost brand last month to help consumers suppress their hunger and create a feeling of being full. Earlier in 2024, Nestlé launched its first major U.S. brand in nearly three decades called Vital Pursuit for consumers taking GLP-1 medications and other people focusing on weight management. 

Conagra Brands is debuting this month more than two dozen of the company’s Healthy Choice offerings that will feature a label indicating the meals are “GLP-1 friendly,” making the company the first major food brand to call out the popular weight-loss medication on its packaging.

​A recent study from Cornell University and Numerator found households with at least one GLP-1 user cut their grocery spending by about 6% within six months of taking the medication. Savory snacks were hit particularly hard, with spending on products, such as chips, baked goods, sides and cookies, falling between 6.7% and 11.1%. 

Hershey CEO Michele Buck said in November that the Kisses and Reese’s maker is seeing a “mild” impact from GLP-1. 

"We are carefully monitoring that behavior, how it’s evolving and certainly understanding what the needs are of those consumers," Buck said in an earnings call, "so that as we continue to evolve our portfolio … we are evolving it in a way to make sure that we have the right offerings for those consumers."