Nestle tweaks products to appeal to GLP-1 users
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(NewsNation) — Nestle is looking to adapt its products to GLP-1 users, including by enhancing flavors to counter the bland taste caused by the medication.
People on GLP-1s not only eat less but also experience changes in their taste profiles. Perception of the five basic taste qualities was depressed by GLP-1s, a study published in a 2025 volume of the Physiology & Behavior journal found. Nestle is aiming to tweak its products to meet these changing characteristics of GLP-1 users.
To first target the duller taste profiles, Nestle is working with GLP-1 users to develop new flavor profiles and achieve the right taste, Nestle marketing chief David Rennie told The Wall Street Journal. This could include adding spices or more pepper to counteract the depressed taste qualities.
The company has also created a range of frozen meals specifically for people on weight loss drugs called Vital Pursuit.
However, Rennie told The Wall Street Journal that not everyone wants to be reminded they are on medication. The company has pivoted to targeting GLP-1 users in more implicit ways.
Nestle has noticed that consumers are interested in smaller treat sizes and healthier options. They have introduced new products focused on protein and fiber to meet this demand.
Additionally, they are printing clear nutrition labels on packs and changing some of their portion sizes as GLP-1s continue to trend.
