While only a small fraction of consumers currently take weight-loss drugs, the social conversation about GLP-1 medications opened the eyes of the larger population to the impact of diet on health and spiked demand for nutrient-dense products – opening the door for newcomers like Kanzen Meal, which debuted in the US at the Summer Fancy Food Show in NYC.
Made by Nissin Foods, which pioneered the instant ramen category, Kanzen Meal uses precision nutrition technology to deliver nutrient dense, low calorie frozen meals that it characterizes as “comfort food for wellness.”
The company’s expansion into frozen underscores the segment’s status as a “growing destination for well-being” as shoppers search for products that are healthy, delicious and convenient, according to the brand.
Beyond GLP-1 users
While only 5% to 9% of US consumers currently take GLP-1 drugs, Kanzen Meal CEO Robert Little notes interest in weight loss drugs and the conversation they sparked about nutrition and health “is creating an outsized awareness of the need for nutrient density.”
He explained he sees three trends related to the weight loss drug conversation, including an increased awareness of the need for micronutrients, ongoing interest in high-protein, high-fiber and low-sugar options and a broader understanding of gut health, digestion and improved satiety.
Balancing nutrition and flavor
At the same time, he says, “Americans are not really willing to give up on the things that they really enjoy. And that’s really where Kanzen Meal shines, because our idea is that we are balancing flavor and nutrition without the consumer having to give up the comfort foods that they are looking for.”
This balance is baked into the brand name – Kanzen – which means “complete” in Japanese, he added. “The idea behind Kanzen Meal is it is a complete nutrition meal that brings together the combination of flavor and nutrition.”
The brand is able to marry these two by leveraging food science and Japanese culinary techniques to ensure that each meal has up to 23 grams of protein, a third of the daily recommendation for all 27 essential vitamins and minerals, 10 grams of fiber and 0 grams of added sugar. Each meal is also about a third of the recommended calories for the day from 460 to 520.
“We always want to start with getting as much as we can out of the naturally occurring ingredients in the product. So, the idea being that if there is 23 grams of protein in a product, that protein is going to be sourced from the wheat in the noodles. It might be coming from broccoli” or other ingredients, Little said. “Once we’ve gotten to the maximum amount we can get out of the naturally occurring ingredients, that is where we start leveraging the food science to optimize the meal, to balance the macronutrients and optimize that 1/3 of all the 27 essential vitamins and minerals.”
For the US debut, Kanzen Meal is introducing three frozen meals, all of which are familiar but elevated, according to Little.
The meals include spaghetti Bolognese, fettuccini alfredo and shrimp teriyaki. The brand plans to introduce two more options in the fall.
Frozen food emerges as a ‘wellness destination’
Kanzen Meal’s expansion into the frozen category was inspired in part by the renaissance happening in the segment with companies launching healthier products with cleaner labels, which is attracting more health-conscious consumers who also want convenience, said Little.
But unlike other players in the frozen meal segment, he said, Kanzen Meal stands out because it offers more than low-calorie. It also offers satiety so shoppers who choose the brand’s products will not be as tempted to add salt or cheese to the dishes or eat in between meals.
Messaging appeals to more than GLP-1 users
While Kanzen Meal’s products were formulated with GLP-1 users in mind, the brand’s marketing appeals to a broader consumer set focused on nutrient density but also great taste.
“We’ve been very purposeful about not using the term GLP-1” in the brand’s messaging or on pack because “we don’t want to define ourselves specifically by that consumer,” said Little.
“We are much more focused on making sure the messaging we put out there will appeal to any consumer that is focused on nutrient density, including the GLP-1 consumer,” he said.
For example, on the front of pack for each meal there is a quadrant that calls out the protein content, 0 grams of sugar, all 27 vitamins and minerals and 10 grams of added fiber.
“Based on our research with these consumers, these are things they are most focused and keyed in on, so we call it out right on front of pack,” he said. On the back of the pack, the company lists the specific amount of all 27 essential vitamins and minerals in the meal.
The packaging also reinforces the importance of flavor with “beautiful food shots on the front,” added Little.
The combination of health and nutrition are reinforced with the company’s tagline: Comfort food for well-being.