There has been no shortage of media attention to GLP-1 and many brands feel pressured to respond. If you’re considering launching a product aimed at GLP-1 users, one of the least risky paths to go down is to extend an existing brand but with a benefit and taste profile that will appeal both to GLP-1a users and non-users without putting a “GLP-1” label on it. This means that people will still buy it even if the GLP-1 trend fades.

In the US, the world’s biggest dairy company, Lactalis, is going down this path. It is promoting its new Pro-Fiber yoghurt range, launched under the :ratio brand, for protein and fiber first with no reference to GLP-1 on-pack. The product description on the website mentions it being “GLP-1 friendly” but the focus is on the products’ fibre and protein content.

:ratio’s Pro-Fiber is “the first of its kind” according to Lactalis, who acquired the :ratio brand from General Mills in 2025. The range features cultured dairy snacks in four flavours, including vanilla, lemon meringue and piña colada.

Each 150g pot delivers 180 kcal, 20 grams of protein (from ultra-filtered milk and whey) and 10 grams of fibre (from corn fibre and chicory root). The brand describes this as “as much fiber as two and a half cups of cooked oatmeal and three times the protein of an egg”.

With a retail price of $1.66 (€1.44) per 150g pot, it is priced the same as :ratio’s other yoghurt pots and is 5%-6% lower than high-protein yoghurt pots from competitors like Oikos (Danone) and Chobani.

Lactalis says that Pro-Fiber will help bridge the “fibre gap” while appealing to the growing number of consumers who prioritise protein.  

“Consumers today are looking for foods that do more and deliver benefits they really need,” said Kerry DeLaney, chief executive officer of Midwest Yogurt, a division of Lactalis USA, in a press release. “Whether you’re looking to amp up your protein intake or are part of the growing GLP-1 community looking for convenient, nutrient-rich snacks, :ratio Pro-Fiber offers a convenient way to stay on track.”

Pro-Fiber isn’t the only one of :ratio’s products that will appeal to GLP-1 users. The brand offers a range of protein-boosted dairy products and granola – all with macros clearly communicated front-of-pack, which explains the brand’s slogan “we do the math, so you don’t have to”. The brand website features a “GLP 101” page where consumers can learn about GLP-1 and the importance of nutrient-dense food.

Learn more about GLP-1 and what strategies your company can adopt in our strategy briefing here or in our 10 Key Trends report here.