Food companies target GLP-1 drug users with unregulated 'friendly' labels

Food companies are affixing “GLP-1 Friendly” labels to frozen meals, smoothies and snacks to court the growing number of Americans on weight-loss drugs — but the labels carry no regulatory standard, and dietitians warn that the marketing can mislead consumers about what the products actually provide.

About 12% of U.S. adults were taking GLP-1 medications as of November to lose weight or treat a chronic condition like diabetes, according to a Kaiser Family Foundation study. Food makers expect demand to grow as the medications expand from injectable to pill form — a shift that occurred with Wegovy last week — but clinical nutrition experts say patients should scrutinize actual nutrient content rather than rely on unverified label claims.

No standard behind the label

The “GLP-1 Friendly” designation is not regulated by the U.S. Food and Drug Administration, unlike the medications themselves. The U.S. Department of Agriculture’s Food Safety and Inspection Service approved use of the label by Nestlé and Conagra Brands on frozen meals — finding the labels acceptable because they are accompanied by statements about protein and fiber content and are not misleading — but the USDA said there is no regulatory standard for the term.

“Labels can be very misleading, making a person think it’s healthier than it is,” said Samantha Snashall, a registered dietitian at Ohio State University’s Wexner Medical Center.

Suzy Badaracco, a registered dietitian and president of food trends forecasting firm Culinary Tides, said she advises food company clients against using “GLP-1 Friendly” on their packaging. “You want to talk to the consumer about what it is that they’re looking for. They’re looking for protein, they’re looking for fiber, a good source of hydration, great flavor, it keeps your energy up,” Badaracco said.

Badaracco also offered a broader warning about patient reliance on labeled foods. “A drug does not educate you on how to eat properly,” she said. “You’re not magically going to be educated — without a doctor’s help — to eat healthy.”

What GLP-1 users actually need

GLP-1 drugs — which include Ozempic, Wegovy and Zepbound — mimic a naturally occurring hormone the body produces in the small intestine to control blood sugar, digestion and appetite. Users can expect to eat around 50% less than before starting the medications, said Shannon Christen, a dietitian and diabetes educator with UCHealth University of Colorado Hospital, which makes nutrient density critical.

“Every bite needs to be nutritious,” Christen said.

Christen said she generally recommends patients eat 20 to 30 grams of protein per meal, or 1.2 grams per kilogram of body weight daily, to help maintain muscle mass during weight loss. She also advises choosing foods with fewer than 10 grams of fat per serving, because fat can worsen nausea and acid reflux.

Snashall said GLP-1 users should also aim to meet the USDA’s recommended daily fiber intake, which is about 14 grams per 1,000 calories consumed. Constipation is a frequent side effect of the medications, making adequate fiber intake particularly important, she said.

Badaracco said GLP-1 drugs may also suppress the body’s thirst signals, raising the risk of dehydration. She said patients should eat fresh fruits and vegetables and drink water throughout the day.

Foods that are deep-fried, high in sugar or saturated fat, or spicy and acidic can worsen drug side effects and work against weight-loss efforts, Snashall said. GLP-1 users should also avoid those categories.

Food makers see a growing market

Nestlé launched its Vital Pursuit frozen meal brand in fall 2024, initially without a “GLP-1 Friendly” label. The company added the designation after customers reported that a label would help them identify products meeting their dietary needs, said Jennifer Barnes, vice president of brand marketing for Nestlé’s frozen meals. Sales have been strong and the company is expanding the lineup, Barnes said. She said the brand has broad appeal: 77% of Vital Pursuit purchases come from households where no one is using GLP-1 drugs.

Conagra Brands added a “GLP-1 Friendly” label to 26 of its Healthy Choice frozen meals in early 2025. Smoothie King offers a “GLP-1 Support Menu,” while meal kit brand Factor markets a “GLP-1 Balance” option.

Restaurant chains Chipotle and Shake Shack cited GLP-1 users in January when they introduced protein-heavy menu items. French yogurt maker Lactalis began selling Ratio Pro Fiber yogurt in the U.S. in November, saying it was formulated with GLP-1 users in mind; the product contains 20 grams of protein and 10 grams of fiber per serving.

Check the label behind the label

The nutrient profiles of products carrying the designation vary widely. Vital Pursuit’s Cauliflower Crust Three Meat Pizza contains 400 calories and provides 32% of the recommended daily value of protein — but it also delivers 40% of the recommended daily sodium and saturated fat, and 18 grams of fat total.

Smoothie King’s 20-ounce Gladiator GLP-1 Vanilla smoothie contains more calories, sodium and cholesterol than an original glazed donut from Krispy Kreme, according to an Associated Press analysis of the products.

Christen said she hopes foods carrying a “GLP-1 Friendly” label are truly nutrient-dense and come in reasonable portions. “Done responsibly, I think the labels could actually help people make smart choices while they’re on therapies, but done poorly, it could trivialize the medical treatment and drift into diet culture marketing,” she said.