weight-loss drugs like Ozempic are creating a significant opportunity for meal-in-a-pouch brands such as Fiid, as the nutrient-rich diets often recommended alongside these medications are expected to boost demand for healthy food options.
Food industry veteran Julia Kessler was appointed chief executive of the plant-based ready meal brand last year, succeeding founder Shane Ryan, who remains a director of the company.
A ‘Halo Effect’ for Healthy Eating
The rise of weight-loss drugs is poised to benefit brands focused on nutritious, convenient meals.
- Key Takeaway – The demand for nutrient-rich diets is expected to increase as more people use weight-loss medications.
- Key Takeaway – Fiid, a meal-in-a-pouch brand, is well-positioned to capitalize on this trend.
- Key Takeaway – New CEO Julia Kessler anticipates a “halo-effect” for healthy food brands.
The growing popularity of drugs like Ozempic isn’t just changing how people approach weight loss; it’s also reshaping the food industry, according to the new head of Irish meal-prep company Fiid. Kessler believes the focus on dietary changes recommended alongside these medications will create a positive ripple effect for brands offering healthy, convenient food choices.
A Shift in Consumer focus
Kessler, a seasoned food industry executive, explained that the emphasis on nutrition accompanying these drugs will likely drive consumers toward brands prioritizing health and wellness. She anticipates a “halo-effect,” where the overall perception of healthy food improves, benefiting companies like Fiid that already focus on providing balanced, ready-to-eat meals.
The founder, Shane Ryan, stepped down from the role of chief executive last year but continues to serve as a director at the company. Kessler’s appointment signals a strategic move for Fiid as it aims to leverage the evolving landscape of the weight-loss market.
Quote – “These drugs will have a massive impact on the industry as a whole,” Kessler stated.
The company’s plant-based ready meals are designed to provide a convenient and nutritious option for individuals seeking to improve their diets, aligning perfectly with the lifestyle changes often recommended in conjunction with weight-loss medications.
