Nestl is launching a line of food products tailored to people using weight-loss medication in an effort to capitalize on a market expected to reach $30 billion in the next six years.
Under its new Vital Pursuit brand, the global food giant plans to launch 12 products ranging from frozen protein pasta, sandwich melts and pizzas, all of which are made with a higher amount of protein and essential nutrients like iron, vitamin A and potassium. They are also “portion-aligned to a weight loss medication users appetite,” the company said.
It’s the first time the company, known for brands like DiGiorno pizza and Nesquik, created a food brand that’s specifically intended for glucagon-like peptide 1 (GLP-1) users.
GLP-1 agonists are a class of Type 2 diabetes drugs that improves blood sugar control but may also lead to weight loss. Semaglutide, which is the active ingredient in Novo Nordisk’s Wegovy and Ozempic, as well as tirzepatide, which is the active ingredient in Eli Lily’s Mounjaro and Zepbound, are considered GLP-1 drugs.
They have surged in popularity in recent years as people touted the drugs’ weight-loss effects. In turn, food executives are noticing some shoppers’ habits are changing.
For instance, Walmart U.S. CEO John Furner said during an earnings call in November that while it was still too early to tell how this will affect customers and the business, the company has seen “some shifts in categories.”
Before that, Furner acknowledged in an interview with Bloomberg that the company sees “a slight pullback in overall basket.”
“Just less units, slightly less calories,” he said.
At the same time, Nestl sees an opportunity to be at the “forefront” of what it says is a “growing market opportunity.”
Earlier this month, Novo Nordisk told FOX Business that at least 25,000 Americans are beginning treatment with Wegovy each week and that figure is growing.
The Danish pharmaceutical giant, which has been ramping up production capacity to meet demand, said that there are currently “four times” the number of U.S. patients starting the medication compared with December 2023.
In 2023, one in 60 adults were prescribed a GLP-1 medication, according to the American Pharmacists Association.
By 2030, the number of GLP-1 users in the U.S. could reach 30 million, or around 9% of the overall population, according to JPMorgan. The market is projected to exceed $100 billion by that same year, “driven equally by diabetes and obesity usage,” the firm noted.
“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” Nestl North America CEO Steve Presley said. “Were leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.”
Nestl said it plans to sell the products for less than $5, but that prices may vary by retailer.
They will hit stores in the fourth quarter of 2024.
Thousands of farmers from across the UK are expected to gather outside Downing Street today – in the biggest protest yet against the government’s changes to inheritance tax rules.
The reforms, announced in last month’s budget, will mean farms worth over £1m will be subject to 20% inheritance tax from April 2026.
Farmers say that will lead to land being sold to pay the tax bill, impact food security and the future of British farming.
The Government insists it is “committed” to the farming industry but has had to make “difficult decisions”.
Farmers from Scotland, Northern Ireland, Wales and England will arrive in London to hear speeches from agricultural leaders.
Sky News understands TV presenter and farm owner Jeremy Clarkson, Conservative Party leader Kemi Badenoch and Lib Dem leader Ed Davey will also address crowds.
Protestors will then march around Parliament Square.
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‘It’s really worrying’
“It’s unfortunate, as Labour had originally said they would support farmers,” said fourth-generation farmer Will Weaver, who is attending today’s rally.
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His 500-acre cow and sheep farm in South Gloucestershire has been in his family since 1939.
“We’ve probably buried our head in the sand a little bit. I think, back of a fag-packet rough estimates, tax is going to be north of half a million [pounds].”
The government is keen to stress that farmers will get a decade to pay the bill – but that comes as little comfort to Will: “It’s more than our profit in any year that we’ve had in the last 10 years. Dad’s saying we’ll have to sell something. I don’t know if we’ll be able to raise that sort of money through a mortgage. It’s really worrying.”
The Treasury says only the wealthiest estates, around 500 of them, will have to pay under the new rules – claiming 72% of farms won’t be impacted.
But farmers say that calculation is incorrect – citing that DEFRA’s own figures show 66% of farms are valued at over £1m and that the government has undervalued many estates.
At the same time as the rally, the NFU is addressing 1,800 of its members in Westminster before they lobby MPs.
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The president of the National Farmers’ Union says farmers are feeling
‘Understanding has been betrayed’
Max Sealy represents the NFU Dairy Board in the South of England.
“We have a detailed job to do to explain why this is wrong not just for farming, not just for the countryside and not just for our families, but for the economy in general,” he said.
“This is a bad tax – it’s been badly implemented because it will affect growth productivity in the country.”
He told Sky News Labour made promises to farmers ahead of the election.
“Both Steve Reed and Keir Starmer came to our conference two years ago and told us farming wasn’t a business like any others and that he understood the long-term nature of farming – that understanding has been betrayed,” he said.
In a joint statement, Chancellor Rachel Reeves and Secretary of State for Environment, Food and Rural Affairs Steve Reed said: “Farmers are the backbone of Britain, and we recognise the strength of feeling expressed by farming and rural communities in recent weeks. We are steadfast in our commitment to Britain’s farming industry because food security is national security.
“It’s why we are investing £5bn into farming over the next two years – the largest amount ever directed towards sustainable food production, rural economic growth and nature’s recovery in our country’s history.
“But with public services crumbling and a £22bn fiscal hole that this Government inherited, we have taken difficult decisions.
“The reforms to Agricultural Property Relief ensure that wealthier estates and the most valuable farms pay their fair share to invest in our schools and health services that farmers and families in rural communities rely on.”
A Met Police spokesperson said it was “well prepared” for the protest and would have officers deployed to ensure it passes off “safely, lawfully and in a way that prevents serious disruption”.
Hiroki Takeuchi, co-founder and CEO of GoCardless.
Zed Jameson | Bloomberg | Getty Images
LISBON, Portugal — Financial technology unicorns aren’t in a rush to go public after buy now, pay later firm Klarna filed for a U.S. IPO — but they’re keeping a watchful eye on it for signs of when the market will open up again.
Last week, Klarna made a confidential filing to go public in the U.S., ending months of speculation over where the Swedish digital payments firm would list. Timing of the IPO is still unclear, and Klarna has yet to decide on pricing or the number of shares it’ll issue to the public.
Still, the development drew buzz from fintech circles with market watchers asking if the move marks the start of a resurgence in big fintech IPOs. For now, that doesn’t appear to be the case — however, founders say they’ll be watching the IPO market, eyeing pricing and eventually stock performance.
Hiroki Takeuchi, CEO of online payments startup GoCardless, said last week that it’s not yet time for his company to fire the starting gun on an IPO. He views listing as more of a milestone on a journey than an end goal.
“The markets have been challenging over the last few years,” Takeuchi, whose business GoCardless was last valued at over $2 billion, said in a CNBC-moderated panel at the Web Summit tech conference in Lisbon, Portugal.
“We need to be focused on building a better business,” Takeuchi added, noting that “the rest will follow” if the startup gets that right. GoCardless specializes in recurring payments, transactions that come out of a consumer’s bank account in a routine fashion — such as a monthly donation to charity.
Lucy Liu, co-founder of cross-border payments firm Airwallex, agreed with Takeuchi and said it’s also not the right time for Airwallex to go public. In a separate interview, Liu directed CNBC to what her fellow Airwallex co-founder and CEO Jack Zhang has said previously — that the firm expects to be “IPO-ready” by 2026.
“Every company is different,” Liu said onstage, sat alongside Takeuchi on the same panel. Airwallex is more focused on becoming the best it can be at solving friction in global cross-border payments, she said.
An IPO is a goal in the company’s trajectory — but it’s not the final milestone, according to Liu. “We’re constantly in conversations with our investors shareholders,” she said, adding that will change “when the time is right.”
‘Stars aligning’ for fintech IPOs
One thing’s for sure, though — analysts are much more optimistic about the outlook for fintech IPOs now than they were before.
“We outlined five handles to open the [IPO] window, and I think those stars are aligning in terms of the macro, interest rates, politics, the elections are out the way, volatility,” Navina Rajan, senior research analyst at private market data firm PitchBook, told CNBC.
“It’s definitely in a better place, but at the end of the day, we don’t know what’s going to happen, there’s a new president in the U.S.,” Rajan continued. “It will be interesting to see the timing of the IPO and also the valuation.”
Fintech companies have raised around 6.2 billion euros ($6.6 billion) in venture capital from the beginning of the year through Oct. 30, according to PitchBook data.
Jaidev Janardana, CEO and co-founder of British digital bank Zopa, told CNBC that an IPO is not an immediate priority for his firm.
“To be honest, it’s not the top of mind for me,” Janardana told CNBC. “I think we continue to be lucky to have supportive and long-term shareholders who support future growth as well.”
He implied private markets are currently still the most accommodative place to be able to build a technology business that’s focused on investing in growth.
However, Zopa’s CEO added that he’s seeing signs pointing toward a more favorable IPO market in the next couple of years, with the U.S. likely opening up in 2025.
That should mean that Europe becomes more open to IPOs happening the following year, according to Janardana. He didn’t disclose where Zopa is looking to go public.