High-protein soft pretzels and soups are on the menu as Philly’s iconic food brands compete for GLP-1 consumers

A soft pretzel from Philly Pretzel Factory currently has about 12 grams of protein.

But sometime soon, you will be able to buy one with much more.

The company says it is in the early stages of developing a high-protein pretzel, one of several new products it hopes will attract consumers concerned about weight loss.

“Obviously, the trend is protein,” said company president Marty Ferrill. “Even people who are on GLP-1s, they’re looking for more protein-rich foods.”

Philly Pretzel Factory is just one of the area companies changing their products to accommodate consumers who are eating less and “protein-maxxing.” The viral nutrition trend refers to an increasing obsession with eating more protein based on the idea that it builds muscle.

A recent Gallup survey reported approximately one in eight U.S. adults are taking appetite-suppressing GLP-1 medications.

GLP-1 drugs such as Ozempic and Wegovy were initially created to treat individuals with type 2 diabetes by regulating blood sugar levels, but their hunger-suppressing effects have spurred wider adoption for weight loss. A JPMorgan report estimates that by 2030, up to 30 million Americans may be using GLP-1 medications, especially as pill formats become available.

As the medications rise in popularity and appetites shrink, the food industry could face headwinds. A recent study found that within six months of starting a GLP-1 medication, households with at least one GLP-user reduce their annual grocery spending by $390 on average.

But this isn’t the industry’s first rodeo.

The low-fat craze of the 1980s and the carb-phobic diets of the 2000s also forced food brands to rethink their products.

“Until there’s a magic pill where you just don’t have to eat, period, the food industry will respond,” said Ernest Baskin, chair of St. Joseph’s University’s Food, Pharma, and Healthcare Department. “They’re going to change their product to appeal to the next generation of consumers.”

Philly Pretzel Factory’s protein-enriched pretzels are an example of functional foods, which are foods that have been formulated to contain added nutrients and health-enhancing substances.

Functional foods can be especially important for GLP-1 users, who eat smaller portions but still require their necessary vitamins and minerals.

“In a world where you’re not eating as much, you want everything to count,” said Baskin.

Campbell’s, the Camden-based food and snack giant, has ventured into the functional foods market with a recent launch of five protein soups that offer 20 grams of protein per can.

The company also released a new protein-fortified snack option with Snyder’s of Hanover’s harvest wheat pretzel sticks, which offer 6 grams of protein per serving. (As opposed to 3 grams for a standard pretzel stick serving.)

The options “give consumers choices that fit their nutritional goals and lifestyles while helping get more out of every bite,” says Dave Chalk, Campbell’s vice president of enterprise insights and analytics.

The recipes of popular Philly foods are changing too, as consumers prioritize better-for-you ingredients. In addition to the protein pretzel at Philly Pretzel Factory, their regular pretzels are undergoing a “clean label” reformulation.

Ferrill said the company is ensuring consistent taste while changing some components: using unbleached flour instead of bleached, removing the additive potassium bromate, and replacing whey protein with a plant-based substitute. That means the franchise’s iconic pretzels will become vegan this year.

“The urgency is [greater] now than it was three years ago,” said Ferrill, noting that the company has been developing the clean-label pretzel for years.

At Honeygrow, a fast-casual chain that offers salads and stir-fries, customization is another option for GLP-1 users, said Todd Miller, senior vice president of marketing.

More Honeygrow customers are choosing whole-wheat noodles — which offer 17 grams of fiber and 13 grams of protein — for their stir-fries, or crafting more vegetable-forward meals, said Miller.

“What is becoming increasingly important is the ability to personalize a meal around the nutrients and portions that matter to each customer,” Miller said.

Campbell’s is banking on similar personalization preferences. Some research shows GLP-1 users are dining out less to control portion sizes and ingredients. With brands like Pacific Foods, Swanson, and Rao’s under the Campbell’s umbrella, the company’s cooking essentials business is benefiting.

“The biggest opportunity within Campbell’s portfolio is the confidence consumers have gained with cooking at home,” Chalk said.

Despite moving toward healthier choices, many food companies are serious about not compromising flavor.

For Honeygrow, that means continually introducing limited-time offers and keeping up-to-date with new ingredients to attract customers. Currently, Honeygrow’s seasonal summer menu includes a ginger scallion stir-fry and a pomegranate acai salad.

“Even though you’re on a GLP-1, that doesn’t mean that you don’t want delicious food,” said Miller.

Taste matters. When choosing what to eat, people are looking for enjoyment, comfort and connection, said Ami Lawson, managing director of food and beverage marketing agency Quench.

“The brands that will win aren’t the ones chasing the GLP-1 trend, they’re the ones delivering foods that people genuinely feel are worth eating,” said Lawson.

Nostalgia and memory also play a significant role in food choice. Take soft pretzels, a Philly food staple.

“If you grew up eating pretzels, you’re probably going to give up other things before you give up your pretzels,” Ferrill, of Philly Pretzel Factory, said.