Nothing Tastes As Good As Skinny Feels

Let's be honest—diet food innovation is where CPG dreams go to die. Sure, Atkins and a few others survived, but the category is mostly a cautionary tale. GLP-1 drugs are flipping the script, though, putting satiety and weight management support front and center. The big question facing innovators: Are GLP-1 users your innovation north star or your target marketing demo? Get this wrong, and you'll either ride the wave with category leaders or crash. Here’s how to think about the opportunity,

GLP-1 Users: The New Food Innovation Playground

Here's the thing about GLP-1 medications—they're creating a totally different kind of food consumer than we've ever seen before. These aren't your typical crash dieters trying to drop 10 pounds for beach season. We're talking about people making serious, long-term lifestyle changes, and that opens up some interesting opportunities for food brands.

Two Roads That Actually Make Sense:

The Nutrient-Dense Route is where the real action is. Think about it—GLP-1 users need foods that keep them satisfied without loading up their smaller stomachs. This is basically the holy grail of nutrition: maximum nutrients, maximum satiety, minimum volume.

Now, you could go the whole-foods route with veggie bowls and produce kits, but let's be real—most GLP-1 users aren't suddenly going to become raw food enthusiasts. Plus, the economics of produce-based brands are brutal unless you're already a distributor.

The smarter play? Protein bars and meal replacement drinks with seriously impressive macros. Some brands are already nailing this—28 grams of protein with zero sugar used to be impossible without a chemistry set, but now it's becoming the new standard.

The Portion Control Game is trickier territory. Sure, GLP-1 users need smaller portions, but this is basically a packaging problem that big companies can solve overnight. Nestle already jumped in with their Vital Pursuit line—smaller frozen meals for GLP-1 users. If you're a startup trying to compete on portion control alone, you're going to get crushed by brands that already own the freezer aisle.

The Real Strategy Move:

Here's what's smart: Use GLP-1 users to launch your brand, but don't make them your whole identity. These are educated, committed consumers who will actually read your labels and appreciate genuine innovation. They're perfect for proving your concept works before you expand to the broader health-conscious market.

Just don't slap "GLP-1 friendly" all over your packaging—nobody wants to buy diet food that screams "diet food."