Weight loss drugs have ushered in a new era of frozen TV dinners

The frozen TV dinner of yesteryear is making a comeback - with a new spin for the GLP-1 era.

Americans have been enjoying frozen dinners in front of their TVs for more than 70 years. The freezer staple, introduced as a convenient alternative to a home-cooked meal, is synonymous with the “latch-key” kids of Generation X and often deployed in TV shows as a trope for loneliness.

But with nearly one in five American adults having used a GLP-1 at some point — and a large number for weight loss — many frozen meals are being rebranded as high-protein, high-fiber options geared towards this new market.

In 2024, Nestlé launched its Vital Pursuit brand of frozen meals, advertised as “GLP-1 friendly” with high levels of protein and fiber. The brand offers meals like a white cheddar mac and broccoli bowl with 21g of protein and a meat lovers pizza with 32g of protein.

The company released three new meals as part of its Vital Pursuit brand last month, and is planning to expand its GLP-1 offerings even further, Nestlé USA CEO Marty Thompson told Bloomberg.

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“You’re going to see much more from us in the GLP-1 space, both in frozen and also outside of frozen as well,” he said.

The brand Healthy Choice, overseen by food company Conagra, also advertises its frozen meals — such as a beef merlot with 13g of protein — as “GLP-1 friendly.” The company is set to add six new meals to its line-up of frozen options next month, according to Bloomberg.

Eating enough protein and fiber is key for GLP-1 users. That’s because they tend to consume fewer calories, so it’s important for foods they eat to contain essential nutrients, according to UC Health. Fiber can also help alleviate constipation, a common GLP-1 side effect.

While some companies are sticking “GLP-1” logos on frozen meal packaging, some say these offerings go beyond that market.

The logo is “there for folks that are looking for it, but it’s not the entire package,” Timothy Nangle, who manages frozen meals for Conagra, told Bloomberg.

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Others have avoided the GLP-1 label entirely. Food company Saffron Road, which announced a new line of “protein-packed” frozen entrees last August, decided against using the “GLP-1 friendly” label on its products, according to Adnan Durrani, the company’s executive chairman and founder.

“Our concern back then was some GLP-1 consumers felt like they didn’t want people to know they were on GLP-1s,” Durrani told Bloomberg. “The wind is changing on that — it’s becoming more acceptable.”

The entire food and beverage industry is seeing a seismic shift due to the popularity of weight loss drugs.

Households with at least one GLP-1 user saw their grocery spending drop by more than 5 percent within six months, according to a study published in the peer-reviewed Journal of Market Research in December.

In the fast-food sector, Chipotle now offers “GLP-1 support meals,”including a “High Protein Cup,” while Smoothie King has a range of smoothies that support customers’ “GLP-1 routine.”

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