Conagra Brands is capitalizing on the growing popularity of GLP-1 medications with a new “GLP-1 Friendly” label on select products. This label highlights items that meet the dietary needs of consumers taking these medications.
Originally developed to help manage blood sugar in type 2 diabetes patients, GLP-1 drugs, such as Ozempic, Trulicity, and Wegovy, are now also used as weight-loss aids. Conagra’s new on-pack badge specifically targets users of these medications, but it also helps non-users easily identify products with relevant nutritional information.
In January 2025, the “GLP-1 Friendly” badge began appearing on Healthy Choice frozen meals, with 26 Healthy Choice Simply Steamers and Café Steamers products displaying it. The label emphasizes high protein content and highlights the fiber content in the meals. Protein grams and calorie count are also listed on the packaging.
The meals themselves have not changed, but the packaging has been updated. Conagra assures consumers that all products marked with the badge have been reviewed and approved by the USDA for regulatory compliance.
John Broderick, director of consumer insights research at Product Ventures, notes that while the badge design is “clear and concise,” its effectiveness in communicating the intended message to consumers remains to be seen. He questions whether it resonates with consumers not taking GLP-1 medications or if it may appeal to them as well. Research will be needed to understand how well the label communicates its message.
The trend of food companies targeting weight-loss drug users is still in its early stages, but marketing campaigns around diets like Atkins, keto, and paleo have similarly influenced food packaging in the past. Now, as GLP-1 drugs take center stage, many brands are following suit. According to Gallup, by mid-2024, around 15.5 million U.S. adults had used or were using these medications.
Broderick explains that brands are eager to align with the weight-loss trend, noting that the popularity of GLP-1 inhibitors, driven by celebrities and pop culture, has extended beyond supplements to food products.
