Nestle (NESN, +0.81%) plans to enhance the richness of flavors in a variety of foods to alleviate the problem of reduced taste bud sensitivity and bland taste after taking GLP-1 weight loss drugs. The number of people using GLP-1 weight loss therapy continues to expand. For food companies, this is both an opportunity and a hidden crisis - snacks that focus on rich and high-calorie flavors are particularly affected. Consumers are now eating smaller portions and snacking less between meals, and the market appeal of prepackaged foods continues to decline.
A study last year found that GLP-1 drugs impair the body's basic taste perception
David Rennie, Nestlé’s global head of marketing, said in an interview that in response to this change in public eating habits, the company has carried out multiple rounds of consumer food testing to find out the taste changes caused by drugs.
"When people take GLP-1 drugs, they eat significantly less and their taste perception is completely altered," Rennie said. "These drugs blunt overall taste perception."
A study published in the journal "Physiology and Behavior" in 2025 confirmed that GLP-1 drugs reduce the body's perception of the five basic tastes of sour, sweet, bitter, salty, and umami.
Lunni revealed that when Nestlé’s R&D chefs create new flavor combinations, they will invite people who are using GLP-1 drugs to participate in tasting and debugging to adjust the taste. Common improvement methods are to add spices, black pepper and other seasonings.
Nestlé already has a frozen meal series called "Vitality Choice" specifically for people who want to lose weight, but not all consumers are willing to buy products with labels like "Suitable for people taking GLP-1 medication."
Rennie said that Nestlé will improve many products to attract weight loss drug users, but it will not blindly change the packaging and label them for special groups.
Consumers who take GLP-1 drugs have different demands, and companies need to be careful: many drug users do not want food packaging to remind them that they are taking drugs. From a brand operation perspective, these consumers have differentiated physiological needs and psychological appeals.
Therefore, Nestlé chose a more subtle way to adapt to the drug users: clearly labeling the nutritional ingredients on the outer packaging of the products, and adjusting the specifications of multiple products, including the snack track. Snack consumers now prefer high-quality, smaller portions of snack foods that satisfy their cravings, Lunney said.
In addition, Nestlé has also launched a number of new products with high protein and dietary fiber, such as a high-protein version of Milo chocolate malt drink.