GLP-1 Rewrites CPG Strategy
GLP-1 Rewrites CPG Strategy
The best-selling weight-loss drug GLP-1 is rewriting grocery across the aisles.
CPG is feeling the heat:
- 31m US adults already take GLP-1 drugs, representing 23% of household shoppers.
- Consumers are dramatically shifting baskets to more protein and fiber, and less carbs and sugar.
- Big CPG is being forced to adapt. General Mills cut its annual forecast due in part to GLP-1 causing “a lasting influence in the food and nutrition landscape.”
And the pace is accelerating:
- “The GLP-1 surge is still in its infancy,” reports The Wall Street Journal.
- Search for “GLP-1 foods” just hit an all-time high in Google Trends.
10x Growth in GLP-1 Support Products
The number of CPG products positioned with “GLP-1” soared 10x in just 12 months.
- Unique GTINs with GLP-1 positioning zoomed from 38 to 388 products in our catalog over the past year.
- “GLP-1 Support” or similar phrasing appears on both new products and repositioned products, using on-pack icons and eCommerce titles & descriptions.
- Products span the aisles from fajitas to yogurt — not just supplements.
- GLP-1 users prioritize protein per bite and favor high fiber, while shunning sugar and seeking small serving sizes, healthy snacks, and new beverages.
- Claim words are all over the road — using phrases such as “GLP-1 Activator,” “Booster,” “Friendly”, “Nutrition”, “and Support” — and all terms are unregulated by the FDA.
Some Brands Promote GLP-1 Support. Retailers Don’t.
To capture demand for “GLP-1 Support” products, CPG approaches vary widely, while retailers are lagging.
Nutrition brands launch new product lines.
- Nestlé targeted the opportunity by launching Vital Pursuit, creating bowls, fajitas, and pizzas with “GLP-1 Support” badges, gaining wide retail distribution.
- Abbott introduced Protality nutrition shakes — “specially designed for GLP-1 users”, selling multi-packs at Walmart.
Food brands extend existing product lines & deepen commercial ties.
- General Mills’ Fiber One and Conagra’s Healthy Choice display GLP-1 icons and messaging on the front of packages and via syndicated data attributes.
- Danone created Oikos Fusion yogurt as a “one-of-a-kind opportunity” to serve GLP-1 users, but skips any reference to an explicit “GLP-1 Support” claim.
- PepsiCo originally saw GLP-1 as having a negligible impact on its business, but has since aggressively embraced the trend, adding high-protein and fiber variants to Doritos, SmartFood, and SunChips, while avoiding explicit GLP-1 Support positioning.
- Mars’ CEO even joined the board of a top GLP-1 drug company.
Private label brands pump up the protein & fiber, but avoid GLP-1 positioning.
- Dozens of new protein- and fiber-rich items are rolling out, such as Kroger’s “Simple Truth Protein” product line.
- But store brands haven’t used GLP-1 positioning in titles, descriptions, or on-pack.
- While 3x consumers take GLP-1 drugs versus those who follow a keto diet, retail brands haven’t updated their product positioning beyond that older weight loss approach.
Supplement brands take a novel approach of using disclaimers.
- Wary of appearing to make a medical claim — which is a regulatory hazard for supplements especially — many brands only reference “GLP-1” in the fine-print.
- Centrum gummies state “Consult with your health care practitioner on GLP-1 and Centrum use.”
- This approach gives products the needed GLP-1 association without overt marketing.
Retailers tip-toe into eCommerce tools or miss making PDP updates.
- A few retailers have posted GLP-1 Support landing pages, like ShopRite and Walmart.
- Most retailers’ eCommerce listings only include supplements, ignoring relevant foods like Progresso’s new high-protein soups or even their own private label protein and fiber offerings.
- Titles and descriptions keep legacy references to “Keto, Paleo, Mediterranean and Weight Watchers Diet Friendly”, like Kroger’s PDP for Star Kist Tuna, without referencing GLP-1.
Get the Data: 50 Brands’ Strategies
For a summary of top strategies, click to see 50 Brands’ Strategies for GLP Support, as excerpted in this table:
Foodgraph Takeaways
GLP-1 Support wins the prize for “Food As Medicine” in the mass market.
- Traditional weight-loss approaches — like precision nutrition, meal kits, and diet apps — require high engagement or expense.
- The GLP-1 approach requires less consumer commitment and often gets better results.
- With GLP-1, dietary adjustments are necessary — but not extreme — to handle the muscle and intestinal effects of the drug.
Millions of U.S. adults have already benefited from the combination of GLP-1 drugs and Food As Medicine. This grocery phenomenon began in 2021 when the FDA approved the current generation of drugs, and all signs point to continued acceleration.
CPG is capitalizing. But retailers haven’t yet.
- CPG is pivoting across the aisles from chicken bowls to snack chips to supplements.
- Strategies vary from launching new brands and products to just repositioning.
- Private Label has embraced protein and fiber, but not yet GLP-1 positioning.
- Retailers lag in eCommerce, despite their easier digital path versus new product formulation.
Further Reading
Foodgraph, Harvesting Trends x 1M UPCs
Our original coverage of GLP-1 support products
ADM, Insights from Anti-Obesity Medication Users
80% of consumers are willing to pay more for food and beverage products.
Circana, GLP-1 Users to Represent 35% of U.S. Food and Beverage Sales
GLP-1 users already represent 23% of household shoppers.
Hartman Group, The impact of GLP-1s in an era of disruption
31m US adults currently take GLP-1 drugs to lose weight and manage diabetes.
Foodgraph Next
Our next major catalog update will arrive in time for Mother’s Day, Memorial Day, and Graduations.
How can we support your 2026 goals? Let's talk!
Warm Regards,
David Goodtree
Founder and CEO, Foodgraph
More to explore
Discover additional articles, updates, and perspectives.
GLP-1 Support: 50 Brands. 4 Strategies.
GLP-1 Support: Much More Than Supplements
“GLP-1 Support” products are designed or marketed to make the consumer’s weight loss efforts sustainable and effective while taking these drugs.
The fast growth of GLP-1 drugs is rewriting CPG strategy:
- 31m US adults already take GLP-1 drugs, representing 23% of household shoppers.
- Consumers are dramatically shifting baskets to more protein and fiber, and less carbs and sugar.
- The number of CPG products positioned with “GLP-1” soared 10x in just 12 months.
- Brands across categories are feeling the heat to satisfy the demand and differentiate.
For background on the GLP-1 phenomenon — and its effects on CPG — read our companion blog post GLP-1 Rewrites CPG Strategy
The 4 Strategies: How Brands Approach GLP-1 Support
To capture demand for “GLP-1 Support” products, CPG takes one of four main approaches:
- Acquire a brand, such as Lactalis’ purchase of :ratio.
- Launch a new brand, such as Abbott’s introduction of Protality.
- Launch new products, such as Bonduelle’s lunch bowls.
- Update messaging, such as Haleon’s Centrum and Tums.
Get the Data: 50 Brands’ Strategies
Use the table below to explore the 4 strategies by 50 specific brand names:
- The strategy column lists the approach used by the specific brand name.
- The keywords column shows whether each brand uses the terms “GLP-1, “protein, and/or “fiber” on packaging and digital content.
- The “GLP-1” usage column lists whether the term “GLP-1” is used on-pack, in eCommerce text, using disclaimer language, or none (no explicit "GLP-1" reference).
Instructions:
- Click the “columns” button to select the fields displayed.
- Click the “XLSX” button to download the data in an Excel spreadsheet.
- Use the column header controls to sort and filter the rows.
How Can We Help?
For more information about GLP-1 and CPG, read our blog post GLP-1 Rewrites CPG Strategy.
Foodgraph offers the largest US catalog of CPG product data.
How can we support your needs? Let's talk!
Warm Regards,
David Goodtree
Founder and CEO, Foodgraph
The Great AI Debate
Our executive team is having a heated debate about the proper use of AI.
The debate is passionate, respectful — and I believe — highly productive.
AI is deceptively good. Initial AI results are high-quality. The LLM explains its “thinking” robustly in natural language. Humans are convinced.
The user may even say “My friend Claude got it right”.
Our CTO is worried that AI tools are becoming agents of human assimilation. Users unwittingly abdicate their responsibility to a convincing bot, because the results appear credible. He calls this phenomenon the “Borgification” of software engineering, referring to the famous Star Trek story line.
Our VP PM is more sanguine, saying “Claude is my fast dumb friend” who needs oversight. She agrees with Anthropic’s President Daniela Amodei, who believes “Claude is really a tool to help promote your ability to think more deeply, to solve problems, and to be ambitious about the types of projects you are taking on.”
Our AI Architect shared how Steve Jobs described a rock tumbler as a metaphor for how great ideas come to life. This machine smashes together crude, unfinished inputs to create beautiful polished stones. Jobs explained that 90% of the work in creating great products is not in the big idea or the raw materials, but through the combination of friction + time + teams to turn the inputs into amazing products.
Job’s metaphor rings true to me:
Friction + time + teams create great products, not AI or other tools.
The SaaS Apocalypse may be coming for some, but only when humans abdicate their role.
AI raises the bar of what humans can do — and are now expected to do.
To paraphrase Steve Jobs:
We — the humans — are the rock tumblers, not AI.
Watch: Daniela Amodei, Responsible AI and Steve Jobs’ Rock Tumbler Metaphor.
How Can We Help Your Work?
Send me a note with thoughts or questions. I’d love to hear how we can support your work.
Warm Regards,
David Goodtree
Founder and CEO, Foodgraph
Compare CPG Data Vendors
Our Prompt
Gemini’s Response
Managing CPG product data is notoriously chaotic—UPCs mutate, attributes go missing, and data from different sources rarely aligns perfectly.
To answer your question directly: Yes, Foodgraph is a highly capable and innovative vendor for CPG product data, particularly if you are dealing with fragmented data sources, looking to enrich Product Description Pages (PDPs), or building out the infrastructure for a Retail Media Network (RMN).
Here is a breakdown of why Foodgraph is a strong choice, followed by a comparison with other major players in the CPG data space.
Why Foodgraph Works Well for PDPs and RMNs
Founded in 2019, Foodgraph takes a modern, AI-first approach to grocery data. Rather than just acting as a pipeline for whatever data the brands provides, they actively aggregate, clean, and enrich it.
- For PDPs (Product Description Pages): Foodgraph excels at filling content gaps. They use proprietary “vertical AI” agents to pull from dozens of sources, automatically fixing missing or inconsistent attributes (like net weight, count, and ingredients). They also maintain a massive, frequently updated catalog (over 1.38 million U.S. products as of early 2026) that includes national brands, private label, seasonal SKUs, and long-tail items, ensuring your digital shelves look complete.
- For RMNs (Retail Media Networks): An RMN is entirely dependent on high-quality, standardized data to match ads to the right products and track conversions. Foodgraph’s standout feature here is its ability to resolve “messy GTINs” in milliseconds. By translating unrecognized or mutated UPCs into standardized formats, they allow RMNs to accurately match products across retailers and monetize transactional data without losing revenue to data errors.
Foodgraph vs. Other CPG Data Vendors
The CPG data landscape is crowded, but vendors generally fall into specific categories. Here is how Foodgraph stacks up against the legacy giants and specialized platforms.
The Verdict
- Choose Foodgraph if: You are a retailer, RMN, or app developer struggling with incomplete data, broken UPCs, and inconsistent catalogs. Their AI-driven “Context Graph” approach is uniquely tailored to automatically fix these exact issues, saving massive amounts of manual labor.
- Look elsewhere if: You are a large CPG brand looking primarily for an internal Product Information Management (PIM) system to centralize your own marketing workflows (in which case, Salsify or Syndigo is better), or if you need to meet strict global GDSN supply chain mandates (where 1WorldSync is required).
Our Take
Prompting LLMs to rate your company is useful to understand your positioning for GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).
We agree with Gemini’s assessment of Foodgraph. We also liked how it succinctly applied its own knowledge base to position us relative to others.
One subtlety it missed: Many customers of CPG data services buy from multiple vendors. We think this is an important point to recognize. Depending on the use case, it may be the best approach for specific situations.
Similarly, some of the other vendors listed are Foodgraph customers or current prospects. Instead, our services complement their offerings and we go-to-market together.
Additionally, while 1WorldSync is still active with continuing contracts, the company was acquired by Syndigo in September 2025, a fact which all LLM responses missed.
Try This at Home
To understand how LLMs “think” about your business, just prompt your favorite LLM(s). The results may point to opportunities for improving your content marketing strategy.
How Can We Help Your Work?
Send me a note. I’d love to hear how we can support your 2026 goals.
For recent news, see:
- CPG Showdown: Love vs Strength for a summary of our most recent catalog release.
- Context Graph for CPG for some insights into our AI approach.
Warm Regards,
David Goodtree
Founder and CEO, Foodgraph
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