Food companies have found a new way to cash in on America’s weight-loss obsession: slapping “GLP-1 Friendly” labels on frozen meals, shakes, and snacks to target the millions of people taking drugs like Wegovy and Zepbound.

The catch? Those labels aren’t regulated by the FDA, and dietitians say they can be misleading at best.

“A drug does not educate you on how to eat properly,” said Suzy Badaracco, a registered dietitian and president of food trends forecasting firm Culinary Tides told the AP. “You’re not magically going to be educated — without a doctor’s help — to eat healthy.”

WHAT’S GOING ON: As roughly 12% of U.S. adults now take GLP-1 medications, according to a Kaiser Family Foundation study, food giants smell money.

Nestle launched its Vital Pursuit frozen meal brand in 2024, adding “GLP-1 Friendly” labels to packaging after customer demand. Conagra slapped the same label on 26 Healthy Choice meals. Smoothie King has a “GLP-1 Support Menu.” Meal kit company Factor offers “GLP-1 Balance” options.

The strategy is working. Nestle says 77% of Vital Pursuit sales come from households where nobody is even taking the drugs. Companies are betting the GLP-1 craze has mainstream appeal for anyone chasing protein-packed, portion-controlled eating.

THE DETAILS: GLP-1 users actually do have specific nutritional needs. Because the drugs suppress appetite so dramatically, patients eat around 50% less than before—meaning every bite needs to count.

But here’s where the “GLP-1 Friendly” labels get sketchy. Vital Pursuit’s Cauliflower Crust Three Meat Pizza packs 32% of daily protein recommendations, sure—but also 40% of your daily sodium and saturated fat, plus 18 grams of fat total. Christen advises GLP-1 patients to eat less than 10 grams of fat per serving because it worsens nausea and acid reflux.

And Smoothie King’s 20-ounce Gladiator GLP-1 Vanilla smoothie? It has more calories, sodium, and cholesterol than a Krispy Kreme glazed donut.

BUT BUT BUT: The USDA did approve some companies’ use of “GLP-1 Friendly” labels, saying they’re accompanied by protein and fiber content statements and aren’t “misleading.” The agency also admitted there’s no regulatory standard for what “GLP-1 Friendly” even means.

WHY IT MATTERS: This is classic food industry playbook: identify a health trend, slap a trendy label on existing products, and watch the cash roll in—regardless of whether those products actually serve the people they’re marketed to. Dietitians warn that consumers need to read actual ingredient lists, not just trust front-of-package buzzwords.