“Conagra Brands Launches ‘GLP-1 Friendly’ Label on Healthy Choice Products to Cater to Weight-Loss Medication Users”
Conagra Brands has announced that over two dozen of its Healthy Choice products will now carry a label identifying them as “GLP-1 friendly,” making it the first major food brand to highlight a popular weight-loss medication on its packaging. Starting next month, these Healthy Choice items will feature a “badge” indicating that they are high in protein, low in calories, and a good source of fiber—qualities that cater to consumers using medications for weight loss or aiming to increase their intake of healthier foods.
With this new label, Conagra aims to position its Healthy Choice brand as a favored option for the nearly 15 million adults in the U.S. currently taking GLP-1 medications to manage Type 2 diabetes and assist with weight loss. Bob Nolan, Conagra’s senior vice president of demand science, expressed confidence that the trend of using GLP-1 medications for weight loss is not just a passing fad, but something that will continue to grow. He pointed out that Healthy Choice products align perfectly with the needs of these consumers, being portion-controlled and rich in essential nutrients.
Nolan stated, “We found they already are finding this food. But we want to help them. We just want to make it a little bit more obvious, a little easier on them.” Despite GLP-1 drugs helping people to eat less, consumers still require essential nutrients like protein and fiber. The new badge emphasizes that Healthy Choice products supply these nutrients while drawing a connection to GLP-1 medications. The label will first appear on Healthy Choice Café Steamers and Simply Steamers, which are known for their smaller portion sizes and affordability.
The Healthy Choice brand was established in 1988 after Conagra’s CEO experienced a mild heart attack that prompted dietary changes. This personal need led to the creation of Healthy Choice, reflecting a growing consumer interest in nutritious options. As more individuals seek healthier eating habits and turn to GLP-1 medications, brands like Healthy Choice are well-positioned to capitalize on this trend. The new label showcases these advantages to consumers, setting Healthy Choice apart from competitors that have yet to adopt similar notifications.
“We don’t want to wait to be the last guy, because we do know that the companies that help solve folks’ problems better, and they find them easier on the shelf, there is a sustained advantage over time,” Nolan remarked. Conagra is also exploring other brands within its portfolio that could benefit from similar marketing strategies to engage the GLP-1 movement. Notably, consumers using weight-loss medications are increasingly turning to Conagra’s Marie Callender’s frozen comfort foods, which are portion-controlled and protein-rich. Nolan mentioned that their popcorn, seeds, and meat snack brands also meet these desirable attributes.
“We’re going to start by getting our feet wet on [Healthy Choice], make sure it makes sense, understand the consumer impact, get feedback,” he added. However, Conagra is not currently considering launching a new brand specifically targeting GLP-1 users. According to the company, while this consumer base is expanding, it currently represents only 7% of adult consumers, which may not be sufficient for viable shelf products.
Earlier this year, food manufacturers had downplayed the impact of GLP-1. Tom McGough, co-chief operating officer at Conagra, highlighted the potential within their unique snacking portfolio, noting that recent data indicated an 8% rise in the consumption of healthier frozen meals among those taking weight-loss medications. While Conagra has not altered the Healthy Choice food itself, the new badge underscores that these existing products are well-suited for GLP-1 users. The USDA has reviewed and approved all products featuring the badge to ensure compliance with regulatory standards.
The rising popularity of weight-loss medications is presenting new opportunities for some food manufacturers while posing challenges for others. For instance, Nestlé recently introduced its first new U.S. brand in nearly three decades, called Vital Pursuit, aimed at consumers using GLP-1 medications and others focused on weight management. This new product line emphasizes convenience, taste, portion size, and essential nutrients. Conversely, Hershey CEO Michele Buck noted last month that the company is experiencing a “mild” impact from GLP-1 and continues to monitor consumer behavior, stating, “We continue to see multiple sources of data validating that the consumers on those drugs aren’t eating disproportionately less of our category.”
In this context, Conagra’s Healthy Choice brand, including options like equate calcium citrate d3 petites, is strategically positioned to meet the needs of health-conscious consumers, particularly those utilizing GLP-1 medications.
