Nissin Foods Holdings is attempting to capitalize on the growing population of Americans using weight-loss drugs by launching frozen meals positioned as nutritionally complete — at nearly double the price of typical frozen dinners.
The Japanese instant noodle maker announced Thursday it’s bringing three Kanzen Meal products to California, including spaghetti bolognese, with plans for national distribution by 2027. The suggested retail price ranges between $6.99 and $7.99, positioning the meals as premium offerings in a crowded market.
The timing reflects broader industry interest in the estimated 15 million Americans currently using GLP-1 medication like Ozempic for weight loss. Nestlé launched a similar frozen food brand called Vital Pursuit consisting of 12 portion-controlled meals last year, while Conagra Brands added a ‘GLP-1 friendly’ claim to its Healthy Choice frozen meals in January.
Nissin’s bet faces skepticism. The company’s Kanzen Meshi brand, which means “complete meal” in Japanese, has achieved cumulative sales of 30 million servings in Japan as of August 2024. However, translating that success to American consumers accustomed to different flavor profiles remains uncertain.
Robert Little, CEO of the wholly-owned U.S. subsidiary, cited consumer demand for healthier frozen alternatives, according to the company’s announcement. Whether Americans will pay premium prices for Nissin’s nutrition-focused approach in an increasingly competitive market will test the strategy’s viability.
