As the use of popular weight-loss drugs such as Wegovy and Zepbound surges across the United States, grocery store shelves are filling with meals and snacks branded as “GLP-1 Friendly.” The labels are designed to appeal to the growing number of consumers taking obesity and diabetes medications that suppress appetite — but nutrition experts caution that the claims are largely unregulated and may be misleading.
Unlike GLP-1 drugs, which are approved and overseen by the U.S. Food and Drug Administration, “GLP-1 Friendly” food labels are not subject to a formal regulatory definition. Dietitians say people using these medications should look beyond marketing language, carefully review ingredient lists, and seek professional guidance to ensure they meet their nutritional needs.
“A drug does not educate you on how to eat properly,” said Suzy Badaracco, a registered dietitian and president of the food trends forecasting firm Culinary Tides. “You’re not magically going to be educated — without a doctor’s help — to eat healthy.”
Eating less means eating smarter
Nutrition experts say the dietary needs of people taking GLP-1 medications are broadly similar to those of the general population. The key difference is quantity. Because the drugs significantly reduce appetite, users often consume far fewer calories — sometimes as much as 50% less than before starting treatment.
“That means every bite needs to be nutritious,” said Shannon Christen, a dietitian and diabetes educator at UCHealth University of Colorado Hospital.
Protein intake is particularly important to help preserve muscle mass during weight loss. Christen typically recommends 20 to 30 grams of protein per meal, or about 1.2 grams per kilogram of body weight per day. Fiber is also critical, said Samantha Snashall, a registered dietitian at Ohio State University’s Wexner Medical Center, noting that constipation is a common side effect of GLP-1 drugs. Federal guidelines suggest about 14 grams of fiber per 1,000 calories consumed.
Hydration can also be a challenge. GLP-1 medications may blunt thirst cues, making dehydration more likely, Badaracco said. Fresh fruits and vegetables can help, but drinking water consistently throughout the day remains essential.
Experts also advise avoiding foods that are deep-fried, high in sugar or saturated fat, or very spicy or acidic, as these can exacerbate side effects such as nausea, acid reflux, and digestive discomfort.
Food companies rush to meet demand
GLP-1 drugs, including Ozempic and Wegovy, mimic a naturally occurring hormone produced in the small intestine that helps regulate blood sugar, digestion, and appetite. About 12% of U.S. adults were using GLP-1 medications as of November, according to research from the Kaiser Family Foundation.
With demand expected to rise — particularly after Wegovy became available in pill form — major food companies are racing to position products for this growing market. Nestlé entered the space in late 2024 with its Vital Pursuit frozen meals, later adding a “GLP-1 Friendly” label after customers requested clearer identification.
Sales have been strong, according to Jennifer Barnes, vice president of brand marketing for Nestlé’s frozen meals. Notably, she said 77% of Vital Pursuit purchases come from households where no one is currently using GLP-1 drugs, highlighting the broader appeal of high-protein, nutrient-focused meals.
Conagra Brands followed suit, adding “GLP-1 Friendly” labels to 26 Healthy Choice frozen meals in early 2025. Restaurant and meal-service brands have also joined the trend, including Smoothie King’s “GLP-1 Support Menu” and Factor’s “GLP-1 Balance” meal kits. Chipotle and Shake Shack have referenced GLP-1 users in promoting new protein-forward menu items.
Both Nestlé and Conagra received approval from the U.S. Department of Agriculture’s Food Safety and Inspection Service to use the labels, which the agency said were acceptable because they included specific nutrient information and were not misleading. Still, the USDA emphasized that there is no official regulatory standard for the term “GLP-1 Friendly.”
Marketing versus nutrition
While packaged meals can be convenient for GLP-1 users who live alone or prefer minimal cooking, dietitians warn that labels can mask less desirable nutritional trade-offs. Added sugar, sodium, and fat remain common concerns.
“Labels can be very misleading, making a person think it’s healthier than it is,” Snashall said.
For example, one Vital Pursuit frozen pizza provides a significant protein boost but also contains high levels of sodium, saturated fat, and total fat — nutrients Christen advises limiting to reduce side effects such as nausea and reflux. Similarly, a Smoothie King GLP-1-branded smoothie contains more calories, sodium, and cholesterol than a classic glazed donut.
Christen said that if foods are marketed specifically to GLP-1 users, they should be genuinely nutrient-dense and offered in appropriate portion sizes.
“Done responsibly, the labels could help people make smart choices while they’re on therapy,” she said. “Done poorly, they risk trivializing medical treatment and drifting into diet-culture marketing.”
Focus on benefits, not buzzwords
Badaracco remains skeptical of the trend and advises food companies against using “GLP-1 Friendly” claims altogether. Without clear standards, she said, the labels could confuse consumers into thinking certain foods replicate or enhance the effects of prescription medications.
Instead, she argues, companies should focus on clearly communicating tangible benefits.
“Consumers are looking for protein, fiber, hydration, good flavor, and sustained energy,” Badaracco said. “Those are the messages that actually help people make better choices.”
