Betty Crocker’s and Slim Jim’s makers’ latest target: Ozempic users

Major food companies have special offerings for people taking drugs such as Ozempic and Wegovy.

Food companies behind everything from canned soup to frozen dinners are trying to win over a growing group: people who are eating less because of their GLP-1 medications.

General Mills, Conagra, and other companies are launching smaller-portion products and adding labels aimed at people taking Ozempic, Wegovy, or similar drugs used for weight loss. The goal is to keep grocery shoppers buying their products — even if they eat less of them.

But some of the products don’t involve a revolutionary new approach. They’re items that people on a health kick who aren’t on the drugs may already be choosing.

For example, Conagra, which makes Marie Callender’s frozen food and Slim Jim jerky, now labels some of its Healthy Choice-brand frozen meals as “GLP-1 Friendly,” the company’s CEO, Sean Connolly, said Tuesday at the Consumer Analyst Group of New York’s annual conference. The meals tend to be smaller portions, reflective of users’ tendency to eat less, he said.

“That’s a navigation aid or a wayfinder for consumers who are currently on GLP-1s,” Connolly said.

The companies’ actions are the food industry’s latest response to the spread of the drugs.

Many people using GLP-1 medication feel full faster and have fewer cravings for salty or sugary foods. One study suggested that medications like Ozempic led people to drink less alcohol.

“They’re actually eating more single-serve meals, more bites and appetizers, and more vegetables,” Bob Nolan, Conagra’s senior vice president of demand science, said during Conagra’s presentation at the conference.

Nolan said about 6% of consumers are taking a GLP-1 medication. The company expects that percentage to grow, thanks to advances such as GLP-1 drugs that can be swallowed as a pill, instead of injected, and better insurance coverage for the medications.

General Mills, which makes Progresso canned soup, is now marketing a high-protein version of its soups to users.

“This year, we’re targeting GLP-1 consumers and telling them how Progresso’s protein and fiber benefits can fit seamlessly into their new routine,” General Mills CEO Jeff Harmening said Tuesday at the conference in a separate presentation. High-protein diets are also popular among many athletes — and ordinary people looking to tone up at the gym, among others.

General Mills has introduced other foods meant for Ozempic users, such as Betty Crocker brownie mixes with lower sugar.