By Jesse Newman
Taking Ozempic? Conagra Brands CAG 0.46%increase; green up pointing triangle thinks frozen pineapple chicken and beef merlot pair well with that.
The packaged-food giant is rolling out a new label that dubs a selection of its Healthy Choice frozen meals “GLP-1 friendly,” part of an effort to pitch its products to a growing group of consumers: people who are eating less.
Starting in January, the label will appear on 26 products, which Conagra said have high-protein content and low-calorie counts and are a good source of fiber.
GLP-1 drugs help people lose weight by eating less. Many patients’ diets change, as they aim to increase their protein intake to offset lost muscle mass and boost fiber to help with digestive problems.
The new marketing message is the latest move by a food company girding for broader adoption of the drugs. Ozempic, Wegovy and other popular GLP-1s are shaking up America’s food business, denting sales for some brands and offering others potential opportunities.
“It’s a big enough audience,” said Bob Nolan, Conagra’s senior vice president of demand science. “We want to give them a little extra help and connect them to our brand first.”
Conagra, like other food giants, has been fighting a sales slump as consumers have recoiled against higher grocery prices. The company has been running promotions to woo shoppers back to its frozen meals after a period in which many turned to cooking from scratch and to leftovers. It has also launched new products and run ads to boost frozen-vegetables sales after some consumers traded down to canned vegetables.
Other big food companies have launched products designed to meet the specific dietary needs of weight-loss drug users, though their packaging doesn’t mention the medications.
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