Food manufacturers are capitalizing on the popularity of weight-loss medications such as Ozempic and Mounjaro by marketing an increasing number of convenient meals and snacks as 'GLP-1 friendly.' These labels often highlight higher protein and fiber content or smaller portion sizes, but experts caution consumers to be skeptical of any implied health benefits.
Expert Skepticism
'A GLP-1 friendly label is good in theory, but it's bulls***. There's no real science behind it,' said Dr. Zaid Fadul, a physician and former U.S. Air Force flight surgeon. Nearly one in five American adults has used a GLP-1 drug. On average, households spend 5 percent less on groceries within six months of starting the medication, prompting food manufacturers to try to recover sales.
Dr. Ethan Balk, a clinical associate professor at NYU specializing in medical nutrition for bariatric surgery and metabolic weight loss, noted that companies are aware of dietary recommendations for GLP-1 users, which prioritize protein, produce, fruits, and vegetables.
Products with the Label
Nestlé launched its 'GLP-1 friendly' Vital Pursuit brand of frozen meals, including a white cheddar mac and broccoli bowl with 21 grams of protein and a meat lover's pizza with 32 grams. Conagra Brands added the label to 26 of its Healthy Choice frozen meals, such as a beef merlot with 13 grams of protein. Mission tortillas also feature the label alongside claims of high fiber and zero net carbs.
Lack of Regulation
The 'GLP-1 friendly' label is not regulated like 'heart healthy' or 'organic,' which have strict guidelines. However, Nestlé and Conagra received approval from the U.S. Department of Agriculture's Food Safety and Inspection Service, provided the products are not misleading and include statements about protein and fiber content.
Balk described the trend as 'cherry picking some pieces of the product to highlight that they are in the realm of what we recommend for somebody on a GLP-1.' With suppressed appetite, GLP-1 users consume fewer calories, making nutrient-dense meals important.
Key Nutrients for GLP-1 Users
- Protein: Helps prevent muscle loss during weight loss.
- Water: Important as the drug reduces thirst.
- Fiber: Essential to counteract constipation caused by slowed digestion.
Potential Benefits and Risks
Some medical providers believe the labels could encourage people to pay more attention to their food choices. 'All of us could benefit from a lot more fiber intake, and so now you have patients who are being a little more mindful of their food choices, that's a net win for society,' Fadul said.
However, Balk compared the labeling to low-calorie snack packs from the early 2000s, calling it 'a total marketing, money-grab by companies.' He warned that a GLP-1 friendly pepperoni pizza may have more protein but 'zero nutrient value.'
Fadul added, 'It's a matter of time before it gets abused. If you don't have regulation coming in, they'll stick a GLP-1 friendly label on celery.'
