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The company behind KitKat has launched a protein drink that it claims suppresses appetite in the same way as popular weight-loss jabs such as Wegovy.
Nestlé’s new Boost protein shots, which are marketed as a “hunger support drink”, are said to induce the natural production of the hormone GLP-1, which creates a feeling of fullness.
It is similar to the action of weekly jabs such as Novo Nordisk’s Ozempic and Wegovy, and Eli Lilly’s Zepbound. These drugs are used as a weight-loss aid or to treat diabetes in the case of Ozempic and are based on GLP-1.
Some supplements and food types are believed to help bolster the body’s production of GLP-1. However, Nestlé’s protein drink is thought to be the first product from a major foodmaker that explicitly claims to boost the hormone in its marketing.
The drink is not intended to replace weight-loss medication and its effects are much less powerful.
The launch of the protein shots, which are so far only available in the US, comes as food manufacturers scramble to respond to the launch of highly effective weight-loss jabs, which threaten to hit sales.
Investment bank Morgan Stanley last year estimated that US sales of soft drinks, baked goods and salty snacks could fall by up to 3pc by 2035.
It is estimated that one in eight Americans have taken at least one type of GLP-1 drug. Analysts have estimated the market for obesity drugs could be worth $150bn (£118bn) over the next decade.
Shares in Nestlé, which makes products including KitKat, Aero and Quality Street chocolates, are down 25pc so far this year. The company has been racing to formulate new products to appeal to people who are on weight-loss treatments.
These include a new range of low-calorie, high-protein ready meals aimed at people taking weight-loss medication who do not have an appetite. Products include pizzas, toasted sandwiches and pastas under the brand Vital Pursuits.
Nestlé is also developing products to counter what is known as “Ozempic face”, a condition whereby the face looks gaunt and skin loses its elasticity as people on weight-loss drugs shed pounds.
The Swiss company’s Boost brand claims that those taking weight-loss drugs “may not be giving your body all of the nutrition that you need, especially protein”.
The 125ml Boost shot is intended to be consumed up to half an hour before a meal and contains 10g of protein and 1g of sugar. It is on sale in the US for $10.99 (£8.64) for a pack of four drinks.
So far, only Novo Nordisk’s Wegovy is available on the NHS in the UK for weight-loss. Ozempic can be prescribed to treat type-2 diabetes. Wegovy injection pens can also be bought privately at a cost of hundreds of pounds per month.