A quick stroll through any grocery store reveals scores of products courting GLP-1 users with promises of high protein, increased fiber and low sugar, but the acronym GLP-1 is still rarely explicitly stated on the label.
That’s due to consumer research showing that inclusion of a GLP-1 badge or messaging can have a polarizing effect for consumers.
Products are more likely to use coded language that claim to aid in sustaining muscle mass and bone density during weight loss, but the acronym, which stands for glucagon-like peptide-1, remains uncommon on food and beverage packaging, according to Kathy Risch, SVP, thought leadership and shopper insights for Acosta Group.
“There haven’t been many brave souls to put that label overtly on their package,” Risch said, following the release of Acosta’s recent GLP-1 trends report. “I do anticipate that more will tread lightly.”
A search across the internet revealed a few CPG companies dipping their toe in the GLP-1 labeling waters, but the marketing tactic remains uncommon.
Conagra Brands’ “On Track” badge
Conagra Brands was among the earliest CPG manufacturers to add GLP-1 to its labels.
In January 2025, the food giant released its “On Track” badge on 26 products within its Healthy Choice Café and Simply portfolios. The badge includes information on protein and fiber and notes that the products are GLP-1 Friendly.
The lineup includes protein-heavy dinners such as Grilled Basil Chicken, Turkey Sausage Lasagna Bowl, Meatball Marinara and Chicken Linguini with Red Pepper Alfredo, among others.
“The increased use of GLP-1 medications presents an exciting opportunity to support Americans managing diabetes and weight loss, as well as those seeking to lead a healthier lifestyle,” said Bob Nolan, senior vice president of Growth Science (Insights & Analytics) at Conagra Brands. “Our ‘On Track’ badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.”
In its late-2024 announcement, Conagra revealed what appeared to be some concern about potential confusion surrounding the labels.
“It’s important to note that no changes have been made to the meals themselves; the badge simply highlights existing products that are well-suited to GLP-1 users. Additionally, the USDA has reviewed and approved all products carrying the badge, ensuring compliance with regulatory standards,” the company said.
Nestlé’s Vital Pursuit
Nestlé was among the first CPG companies to market food products that cater to GLP-1 users, releasing its Vital Pursuit frozen meal product lineup in 2024.
“Through our nutrition expertise and consumer-centric approach, we identified a need for a new line of products that delivers great taste and functional benefits for GLP-1 users or those otherwise managing their weight,” Kristen Stoehr, registered dietitian and Vital Pursuit brand manager, said in September 2024. “We want Vital Pursuit to be your ally in creating lasting lifestyle changes and protecting your hard-earned progress.”
The initial release featured 14 meal options including Cauliflower Crust Pepperoni Pizza, Chicken Spinach & Artichoke Sandwich Melt, Grilled Chicken Chipotle Bowl and Cheese Lovers Pizza.
The initial launch excluded packaging labeling identifying the meals as intended for GLP-1 users, but Jennifer Barnes, vice president of brand marketing for Nestle’s frozen meals recently told The Blade, a Toledo, Ohio-based newspaper, that the company later added “GLP-1 Friendly” to the packaging at the request of consumers.
Mission: GLP-1
Mission Foods has also embraced GLP-1 messaging with a GLP-1 Friendly badge on its Carb Balance product line.
The tortilla and flatbread maker has yet to make an official announcement focusing on the new badges, but in October, Mission released its Zero Net Carbs Spinach Tortillas, noting the product is GLP-1 friendly and nutrient-dense.
“With food intake often reduced for those on GLP-1s, every bite counts,” Sathish Mohanraju, VP of Sales and Marketing for Mission Foods said. “These tortillas help make meals more balanced. They’re packed with fiber and are easy to pair with lean proteins.”
A review of the company’s website reveals roughly half a dozen tortilla releases that identify on the labeling as GLP-1 friendly, including the Protein Tortilla Wraps, Carb Balance Fajita Flour Tortillas, Carb Balance Spinach Wraps, Carb Balance Soft Taco Flour Tortillas, Zero Net Carbs Spinach Soft Taco Tortillas and Zero Net Carbs Soft Taco Tortillas.
