Key facts
- Nestle is developing new products to cater to users of GLP-1 weight-loss drugs.
- The company is utilizing AI and nutritional science to identify nutrient combinations and address side effects.
- Products aim to support muscle health, hydration, and nutritional intake, and potentially reduce appetite after discontinuing GLP-1 treatments.
- Nestle has launched products like Boost Advanced Nutrition Shake and a higher-protein Milo drink.
- AI tools are being used for research analysis, consumer behavior simulation, and trend identification.
Nestle is actively developing new products to serve the growing market of consumers using GLP-1 weight-loss drugs, such as Ozempic and Wegovy. The company views the rise of these appetite-suppressing medications, which have raised concerns about reduced demand for traditional food products, as a significant business opportunity.
Nestle's Chief Technology Officer, Stefan Palzer, stated that the company is employing artificial intelligence and advanced nutritional science to analyze clinical research and identify nutrient combinations that can address side effects associated with rapid weight loss. These side effects include muscle loss and changes in facial fat, often referred to as "Ozempic face."
The company's strategy involves creating specialized products designed to support muscle health, hydration, and overall nutritional intake for users of these drugs. Nestle has already introduced products like the Boost Advanced Nutrition Shake, containing 35 grams of protein, and a higher-protein version of its Milo drink in Asia and Australia. They are also exploring proprietary ingredients to help manage increased hunger after discontinuing GLP-1 treatments.
AI plays a crucial role in Nestle's product development process, assisting in analyzing scientific literature, simulating consumer behavior, identifying trends, and navigating a vast database of recipes. Tools like "Food Genie" help predict recipe performance and identify reformulation opportunities. AI is also used to monitor social media for emerging consumer trends.
However, some nutrition experts, like Amanda Avery from the University of Nottingham, question the necessity of specialized products, suggesting that whole, fresh foods offer similar nutritional benefits at a lower cost. Despite these reservations, Avery acknowledges that products specifically marketed to GLP-1 users are likely to find a market due to consumer influence by marketing.