Corbion manager suggests rethinking weight loss strategies in the GLP-1 era

USA – According to Megan Passman, senior global insights manager for Corbion, baked food manufacturers ought to leverage more strategies to help their customers manage their health and weight, in this age of GLP-1 agonist medications for diabetes and weight loss.

Passman mentioned that the manufacturers could employ strategies such as increasing levels of protein and fiber, stressing portion control and adding savory flavors.

GLP-1 agonist medications mimic a naturally produced hormone in glucagon-like peptide-1 (GLP-1) to curb appetite and slow digestion. According to the Kaiser Family Foundation, about 6% of the US population is on GLP-1 medications. A Goldman Sachs report estimated that 70 million Americans could be on GLP-1 medications by 2028.

“This is really a health care revolution. It’s not going away anytime soon. We know as more supply becomes available and insurance coverage changes, the landscape of this consumer will be constantly changing,” Passman said, while at the American Society of Baking’s BakingTech 2025 in Orlando.

A 2024 Corbion proprietary survey found 77% of users said they had decreased food consumption since starting the medication. Respondents said they were purchasing baked foods less often, specifically (48%) for bread (38%) for cereal and (37%) for sweet goods.

GLP-1 users look at protein, calories, sugars, carbohydrates and total fat on nutrition labels. Passman said the Vital Pursuit cauliflower crust chicken bacon ranch piada targets GLP-1 users in that its packaging calls out protein and fiber content.

An example of portion control comes in the Healthy Choice Simply Steamers Southwest-style chicken burrito bowl, a single-serve item.

GLP-1 users tend to desire savory flavors. Passman hinted that these users want excitement, giving the example of Kind savory snacks with roasted nuts and jalapeños. Protein bars and bread in a half-loaf package may also appeal to GLP-1 users.

“I think we’ve just touched the surface. I’m really curious to see what we can come up with towards the end of this year, knowing this type of user is not going away anytime soon.” Passman said.

Corbion N.V. is a Dutch food and biochemicals company headquartered in Amsterdam, Netherlands. Founded in 1919, the company produces bioingredient-based foods, chemicals derived from organic acids, and lactic acid based solutions for the food, chemical and pharmaceutical industries.

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