Danone targets consumers taking weight loss drugs with new drink
Patients on GLP-1 medications like Zepbound often shed valuable muscle rather than fat, worrying doctors and requiring diet changes, such as eating more protein.
Danone's new drink, called Oikos Fusion, has nutrients such as vitamin D and whey protein that the French company says help build and maintain muscle.
Danone is the latest food maker seizing the opportunity to sell new products to consumers dropping weight with GLP-1s, which users usually inject and are sometimes called "the shot."
The market is set to grow as drug makers look to develop the appetite-suppressing medication in pill form.
U.S. packaged food maker Conagra (CAG.N), opens new tab started labeling its Healthy Choice frozen meals "GLP-1" friendly, while rival Nestle (NESN.S), opens new tab launched Vital Pursuit to serve those on the medicine.
The frozen pizzas and pasta bowls generally offer higher amounts of protein and come in smaller portions.
Danone earlier this year introduced another high-protein Oikos smoothie to compete with Coca-Cola's (KO.N), opens new tab wildly popular Fairlife. PepsiCo (PEP.O), opens new tab is also getting into "liquid protein" as Americans add more to their diet.
Danone's sales in North America grew more than 2% in its second quarter, in part because of Oikos, which is mostly a yogurt brand.
"This is a brand that has been growing at a rapid pace in the marketplace and strategically expanding," said Rafael Acevedo, president of yogurt at Danone North America.
Single bottles of the new drink will first be sold in Walmart (WMT.N), opens new tab for $2.12.
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