Conagra Rolls Out ‘GLP-1 Friendly’ Labels on Food Packaging to Attract Ozempic Users

Conagra Brands will introduce an On Track label on some of its Healthy Choice ready meals to cater to users of GLP-1 drugs like Ozempic.

Will a ‘GLP-1 Friendly’ packaging label convince you to buy a product?

That’s what Conagra Brands – the parent company of Birds Eye, Gardein, Chef Boyardee and Mrs. Butterworth’s – is banking on.

In what it says is a “first-of-its-kind” initiative for the food sector, the CPG giant is introducing On Track badges on its Healthy Choice brand of products in January. The label is intended to denote products that are high in protein, low-calorie, and a good source of fibre, which Conagra says makes them suitable for users of weight-loss drugs like Ozempic, Wegovy and Mounjaro.

These injectable medications have exploded in the US over the last year, shaking up the food industry as people’s focus switches to better-for-you, high-fibre foods that are beneficial for their gut health and weight loss.

More than 30 million Americans have tried one of these GLP-1 agonist drugs. And with adult obesity in the US falling for the first time in over a decade last year (albeit by 0.6 percentage points), they will only continue to influence how this population eats.

“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,” says Bob Nolan, VP of demand science at Conagra Brands. “Our ‘On Track’ badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.”

Conagra targeting both Ozempic users and GLP-1 sceptics

Healthy Choice sells a range of frozen and refrigerated ready meals, including the Simply Steamers and Café Steamers lines, which include burrito bowls, pasta dishes, fried rice, and more.

Conagra says the On Track badge is designed to help Americans identify nutritious and convenient options that are tailored to a variety of dietary needs – whether they’re using Ozempic and the like, transitioning off those drugs, working towards natural weight management, or are merely focusing on a healthy lifestyle.

That said, the decision to introduce the labels on 26 Healthy Choice meals was said to be based on “deep insights” into the needs of GLP-1 users. The badge will initially appear on select SKUs of the two Steamers lineups due to their smaller portion sizes and affordability (they’re priced between $3.49-3.99).

This, Conagra argues, ensures access for consumers, particularly given the high costs of Ozempic – a monthly supply of Ozempic can cost nearly $1,000 before discounts or rebates. And over half of GLP-1 users say these medications are difficult to afford, even with coupons and insurance.

No changes have been made to the meals themselves; instead, the badge appears on existing products that are already well-suited to GLP-1 users. Importantly, the USDA has reviewed and approved all the SKUs carrying the On Track label, ensuring compliance with regulatory standards.

For a major food company to introduce such a label speaks volumes of the Ozempic effect, and where the industry is headed. Research by food manufacturing giant ADM has found products specifically marketed as supportive of people on GLP-1 medications are appealing to 83% of Americans.

“Healthy Choice has always been a leader in nutritious frozen meals. This new on-pack label builds on that legacy and is the latest in a long line of ways the brand has evolved to deliver modern health, providing consumers with clear guidance and trusted meal options,” said Jill Dexter, VP and genre manager of single-serve meals at Conagra.

Big Food goes big on GLP-1

Drugs like Ozempic work by replicating incretin, a natural hormone found in our bodies that boosts the GLP-1 hormone, which in turn regulates blood sugar, fulfils the appetite, and manages weight. Incretin is naturally regulated in our bodies by fermented foods and dietary fibre – something that the food industry is banking on as it feels the GLP-1 squeeze.

For example, Morgan Stanley predicts that frozen meals like Healthy Choice’s will witness a 3.2% drop in sales over the next decade thanks to the rise of these medications. But with 62% of Americans preferring a dietary change over the use of injectable weight-loss drugs, there’s a big opportunity for food manufacturers.

The ADM poll suggested that 78% of GLP-1 users feel full more quickly – a statistic that neatly aligns with Healthy Choice’s smaller portions – while 64% are paying more attention to protein. Half of them say the same for fibre, a nutrient 95% of Americans don’t consume enough of, despite its link with lower risks of obesity, type 2 diabetes, strokes, high cholesterol, and cardiovascular diseases (the leading cause of death in the country).

Conagra has previously said that sales of its frozen meals have increased by 8% among GLP-1 users, while touting the suitability of its high-protein meat snacks and low-calorie, high-fibre popcorn. It will hope to build on this momentum with the On Track badge in 2025, following a year when its sales dipped slightly by 2% (to the tune of $12B), despite a small reduction in selling costs.

It’s among a number of businesses big and small that are taking on Ozempic. The world’s largest food company, Nestlé, introduced its Vital Pursuit brand this year specifically for GLP-1 users, alongside a dedicated website to provide nutritional support for people on weight loss programmes.

In the meal kit world, Daily Harvest began offering GLP-1 companion dishes – think broccoli and white bean soup, dragonfruit and lychee smoothie, and bean and cabbage bowl – directly in response to “relatively slow” sales. Meanwhile, Smoothie King recently introduced a GLP-1 Support Menu too.

At the same time, startups like Supergut, Olipop, Poppi, and Uplift Food are targeting the market with their high-fibre foods. And even the two largest beverage companies, Coca-Cola and PepsiCo, are planning prebiotic launches for 2025, despite previously downplaying the impact of weight-loss drugs on their bottom lines.