13 Aug 2025 US: Danone launches beverage to support consumers on weight-loss meds
Interesting to note the impact of GLP-1 drugs on foodbev innovation in the US market …
Danone is expanding its Oikos brand with Oikos Fusion, a dairy-based beverage designed specifically for US consumers using GLP-1 weight-loss medications such as Wegovy and Zepbound.
Meeting a growing need for protein and muscle maintenance
GLP-1 medications are effective at curbing appetite, but patients frequently lose more than just fat — they can lose muscle mass, too. To counteract this, medical experts recommend increasing protein in the diet.
Danone clearly sees an opportunity here with Oikos Fusion, which is enriched with whey protein and vitamin D to support muscle building and maintenance.
Danone isn’t alone in targeting consumers on GLP-1s. Conagra now labels its Healthy Choice meals as “GLP-1 friendly,” while Nestlé has introduced its Vital Pursuit line, featuring smaller portions and elevated protein content. The snack and beverage industry is adjusting fast to cater to this emerging demographic.
Oikos brand continues to drive growth in a booming protein market
Earlier this year, Danone introduced a high-protein Oikos smoothie that positions it against offerings from Coca-Cola’s Fairlife and taps into the growing “liquid protein” trend — also embraced by PepsiCo. Danone credits this innovation for helping lift North American sales by more than 2% in Q2.
Oikos Fusion will make its debut in Walmart stores, priced at around $2.12 per bottle, strategically leveraging retail distribution and its Oikos brand momentum to reach a health-conscious consumer base.
What it means for the foodbev sector
- New consumer segment: Food and beverage companies should take note of people using GLP-1 drugs as an emerging target with distinct nutritional needs — especially protein-forward products.
- Smart formulation: Products like Oikos Fusion demonstrate how adding ingredients like vitamin D and whey protein can meet focused health goals without sacrificing convenience.
- Strategic positioning matters: Aligning brand messaging with consumer wellness trends — from muscle retention to metabolism support — can help reinvigorate established brands like Oikos.
Source: Reuters
The Danone press release on Oikos Fusion
The demand for nutrient-dense food and beverage options continues to rise as consumers prioritize health-conscious choices. In fact, one in four people in the US (27%) report being on a weight loss journey and nearly 10% of the US population has used a GLP-1 medication. [Gallup]
For many, this creates unique nutrition challenges – including meeting daily protein needs to help prevent muscle loss. Research suggests that muscle mass accounts for approximately 20% of weight lost while on a GLP-1 medication.
OIKOS – the #1 high protein yogurt brand in the US – is stepping up to the challenge to support consumer needs and goals by introducing OIKOS FUSION: a first of its kind, nutrient-dense cultured dairy drink developed specifically to support muscle mass during weight loss, while also supporting digestive health.
Powered by OIKOS’ patented Advanced FUSION Blend, OIKOS FUSION is designed to help build and retain muscle mass during weight loss when combined with exercise and a balanced diet. It is the first and only product in the yogurt category specifically created and positioned to support the unique nutrition needs of GLP-1 users and other weight loss consumers, with a patented combination of whey protein, leucine and vitamin D.
These three key nutrients have been extensively researched in populations at risk for muscle loss, including two clinical trials conducted by Danone. Together, this proprietary trifecta blend takes intentional muscle support to the next level by helping consumers maximally triggering muscle synthesis when paired with a balanced diet and exercise.
“Pairing Danone’s decades of science expertise with the OIKOS’ brand’s emphasis on strength and high-quality protein enabled us to create something truly unique for people looking to maintain muscle mass while on a weight loss journey,” said Rafael Acevedo, president of Yogurt at Danone North America.
“The growing need for tailored nutrition solutions for people experiencing muscle mass loss is something we can expertly tackle. We know change takes strength and we believe weight loss isn’t only about taking things away — it’s about adding and strengthening routines with nutrient-dense products that help people better meet their goals.”
OIKOS FUSION comes in three delicious flavors including Strawberry, Mixed Berry, and Vanilla. Each nutrient-dense 7 fl oz, 130-calorie bottle is lactose-free and contains:
- Patented Advanced FUSION Blend of whey protein, leucine and vitamin D
- 23g of complete protein to support strong muscles
- 5g of prebiotic fiber to support digestive health
- 0g added sugar
- No artificial sweeteners, synthetic colors or dyes
- Vitamins B3 and B12 to help convert food to energy
- A good source of calcium and key vitamins A and D
“People on a weight loss journey often eat less, so it’s crucial to focus on the nutrient density of the foods they do eat. When protein needs are not met, the body will start breaking down muscle to get the amino acids it needs. Fiber is also important considering its role in digestive health and because most American fall short on fiber intake,” explains Whitney Evans PhD, RD, director of Nutrition & Scientific Affairs at Danone North America.
“That’s why we created OIKOS FUSION—in listening to GLP-1 users and studying the latest research, we packed as much targeted nutrition as possible into a small, delicious, and convenient bottle to help make it easier to meet key nutrition needs.”
Based on direct insights from those on GLP-1 medications, delivering this much nutrition in a compact size was top of mind for OIKOS. The 7 fl oz bottle format for OIKOS FUSION was chosen so that each consumer can enjoy – and comfortably finish consuming – a delicious, nutrient-dense drink.
Danone also created a dedicated nutrition hub for GLP-1 users to deliver clear, credible guidance on the nutritional needs of GLP-1 medication users, featuring expert advice and product recommendations from across its yogurt and waters portfolio.
OIKOS FUSION drinks will initially launch in the refrigerated section of select retailers starting this August, with additional retailers rolling out this fall.
Source: Danone North America