KANSAS CITY — The growing prevalence of GLP-1 medications is continuing to shape innovation in the food and beverage industry.

Consumers utilizing such medication are seeking out new products that offer high protein or fiber content, few added sugars and probiotics/prebiotics, for instance.

“It has been over a year since the food industry finally woke up to the threats and opportunities of the new class of anti-obesity medications, such as Ozempic, Wegovy and Zepbound,” said Nicholas Fereday, executive director-food and consumer trends, Rabobank, New York. “Both the demand and supply of these drugs have exceeded all expectations and the momentum driving the market suggests they are highly likely to become a permanent feature of the food landscape.”

Manufacturers such as Nestle have responded, debuting its Vital Pursuit brand specifically designed to support GLP-1 consumer diets. The frozen food products initially launched in September and included two sandwich melts, five pizzas, three bowl meals and more.

“Through our nutrition expertise and consumer-centric approach, we identified a need for a new line of products that delivers great taste and functional benefits to provide dietary support for GLP-1 users or those otherwise managing their weight," said Kristen Stoehr, brand manager for Vital Pursuit. “We want Vital Pursuit to be your ally in creating lasting lifestyle changes and protecting your hard-earned progress.”

Quick-service restaurant chain Smoothie King also introduced a GLP-1 friendly menu in October. The smoothies each contain at least 20 grams of protein, are rich in fiber and have no added sugars, according to the company. Varieties include the Gladiator GLP-1 smoothie, the Activator Recovery GLP-1 Almond Berry smoothie, the Slim 'N Trim GLP-1 Mango Greens smoothie, the Keto Champ GLP-1 Berry or Chocolate smoothie, and the Power Meal Slim GLP-1 smoothie.

“With the rising use of GLP-1 medications across the country and our customer base, we want to ensure that Smoothie King provides the nutritional resources to match,” said Wan Kim, chief executive officer of Smoothie King.