Exclusive: Oikos adds protein shakes geared to GLP-1 users
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Oikos Protein Shakes are set to debut at stores across the country starting in May. Photo: Kelly Tyko/Axios
High-protein yogurt brand Oikos is expanding beyond the dairy aisle with protein shakes geared to GLP-1 users, Danone North America shared exclusively with Axios.
Why it matters: Food giants are rolling out new products to cater to the changing appetites of the growing number of people taking Ozempic, Wegovy, Mounjaro or Zepbound.
The big picture: Danone joins other companies betting on the GLP-1 trend, which includes Nestlé and Conagra with frozen meals, Smoothie King with its GLP-1 menu and a wide range of supplements.
- Nearly 18 million Americans are expected to be taking versions of GLP-1 drugs by 2029, according to investment bank UBS.
Amazon, Walmart, Costco to sell Oikos shakes
Driving the news: Danone — one of the world's largest multinational food and beverage companies — announced Tuesday the new Oikos Protein Shakes will be released this month on Amazon and other select retailers, including Kroger and CVS stores nationwide.
- The shelf-stable shakes are expected to arrive at Walmart, Target, Costco and additional stores this summer.
- The shakes have 30 grams of protein and 5 grams of prebiotic fiber and come in three flavors: vanilla, chocolate and salted caramel.
What they're saying: "Three-quarters of Americans tell us they want to consume more protein in their diet, and clearly the GLP-1 phenomenon is creating further demand amongst those users for high protein consumption," Danone Group Deputy CEO Shane Grant told Axios.
- "We've seen protein move out of the gym into the grocery aisle," said Grant, who leads Danone's business across North America and Latin America.
What's next: Grant said it's possible more shake flavors could be released in the future and hinted at additional products.
- "We have more innovation coming later in the year, and we do have innovation specifically designed to address the needs of a GLP-1 consumer," Grant said.
Weight loss drug trend
Zoom in: The appetite-suppressing drugs are hailed as game-changers in the fight against obesity and diabetes.
- The GLP-1 agonists help patients lose weight by slowing down stomach emptying, allowing them to get full faster and for longer.
- Eating a high-protein diet is important to maintain muscle for people taking the injectable treatments and others looking to lose weight, research shows.
Trump drug executive order could cut prices of Wegovy, Zepbound
The intrigue: President Trump signed an executive order Monday that focuses on lowering drug prices.
- GLP-1 prices are expected to come down as a result, a White House official told reporters.
- The injectables can cost up to $1,349 per month without insurance in the U.S. — and many plans don't cover them for weight loss, including Medicare — but prices are much lower in other countries.
- Trump spoke of the high costs at a signing ceremony for the executive order and referred to one of the drugs as the "fat shot drug." He told a story of a friend who paid $88 for the medicine in London and $1,300 in New York.
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