Medifast Introduces New High-Protein Product Line OPTAVIA ASCEND™ For GLP-1 Users & Those Looking for Help to Keep Weight Off

Rhea-AI Summary

Medifast (NYSE:MED) has launched OPTAVIA ASCEND, a new high-protein product line featuring mini meals and daily nutrient packs. The products are part of two science-backed nutrition plans targeting GLP-1 medication users and individuals seeking weight maintenance support.

The launch addresses critical challenges in the weight management market, particularly the fact that two-thirds of weight lost on GLP-1 medications is typically regained within 12 months of stopping treatment. Additionally, muscle loss on these medications can equal up to a decade of natural muscle loss within 12-18 months.

OPTAVIA ASCEND combines high-protein products with personalized coaching support and builds on Medifast's existing collaboration with LifeMD for GLP-1 medication access. The products are designed to provide essential nutrients promoting muscle, digestive, and bone health while supporting long-term weight management success through proper nutrition and lifestyle habits.

Positive

• Introduction of new product line targeting growing GLP-1 medication market
• Strategic collaboration with LifeMD for GLP-1 medication access
• Addresses significant market gap in weight management solutions
• Expansion of product portfolio to serve broader customer base

Negative

• None.

Insights

Product Strategy Analyst

The launch of OPTAVIA ASCEND represents a strategic pivot to capitalize on the $100+ billion GLP-1 market opportunity. This product line addresses two critical market gaps: the significant muscle loss associated with GLP-1 medications and the high rate of weight regain after discontinuation. The timing is particularly strategic as it positions Medifast to capture revenue from both GLP-1 users and post-medication customers. The LifeMD partnership integration creates a full-service ecosystem, combining medication access with nutritional support. The high-protein formulation targets the scientifically-documented issue of muscle loss, which affects up to 65% of GLP-1 users. This comprehensive approach could help stabilize Medifast's revenue streams, which have been under pressure from GLP-1 competition.

Healthcare Market Analyst

The OPTAVIA ASCEND launch demonstrates sophisticated market positioning in the rapidly evolving weight management sector. The product directly addresses a significant clinical challenge: studies show that 66% of weight lost on GLP-1s is regained within a year of discontinuation. By focusing on muscle preservation and long-term weight maintenance, Medifast is targeting a sustainable market segment rather than competing directly with GLP-1 medications. The company's emphasis on coach-guided support aligns with clinical evidence showing better outcomes with behavioral support, referenced in the STEP 3 trial. The combination of nutritional products with coaching creates a differentiated value proposition in a market increasingly dominated by pharmaceutical solutions.

Financial Analyst

This product launch could significantly impact Medifast's financial trajectory. With a current market cap of $191.6M, the company needs new growth drivers to offset the pressure from GLP-1 competition. The ASCEND line opens two revenue streams: complementary products for current GLP-1 users and standalone solutions for weight maintenance. The coaching model provides recurring revenue potential through subscription-based sales. The targeted approach to muscle preservation during weight loss addresses a specific medical need, potentially leading to healthcare provider recommendations and partnerships. The collaboration with LifeMD (NASDAQ: LFMD) also creates cross-selling opportunities and could expand the customer base significantly.

Two new programs incorporate OPTAVIA ASCEND products for easy nutrition, with or without medications, and provide strategies & support to help with weight maintenance

High-protein products help preserve lean muscle mass during weight loss, addressing the accelerated muscle loss often associated with GLP-1 medications ^1*

BALTIMORE--(BUSINESS WIRE)--

Medifast (NYSE:MED), the health and wellness company known for its habit based and coach-guided lifestyle solution OPTAVIA, today announced OPTAVIA ASCEND — a new product line of high-protein, fiber-rich mini meals as well as a daily nutrient pack. These products are featured in two new science-backed nutrition plans designed for people on GLP-1 medications and those looking for help to keep weight off. The mini meals provide essential nutrients to promote muscle health, digestive health and bone health, and combined with the new plans and OPTAVIA’s holistic offer, fill a critical gap in the weight management market.

Medifast's launches OPTAVIA ASCEND — a new product line of high-protein, fiber-rich mini meals as well as a daily nutrient pack. These products are featured in a new science-backed nutrition plans designed for people on GLP-1 medications. (Graphic: Business Wire)

GLP-1 medications are revolutionizing weight loss, but challenges remain. Studies show that two-thirds of weight lost on GLP-1 medications is typically regained within 12 months of stopping treatment, with cardiometabolic benefits often reversing as well^2*. Additionally, muscle loss on GLP-1 medications can equal up to a decade worth of naturally occurring muscle loss within just 12-18 months, according to a recent scientific manuscript by Medifast published in Current Developments in Nutrition¹. These findings highlight the importance of combining GLP-1 medications with proper nutrition and lifestyle habits, such as eating a protein-rich diet and incorporating regular resistance training to support skeletal muscle and metabolic health.

"Despite increasing numbers of people using GLP-1 medications, many overlook that they are just one tool to support weight loss and are not intended to be used without lifestyle changes,” said Dan Chard, Chairman and CEO of Medifast. “OPTAVIA ASCEND was designed to fill an important gap in the market and now allows us to provide a simple solution combining high-protein products, daily nutrient packs, the personalized guidance of a coach and the support of a community. Our solutions have always paired science-backed nutrition and lifestyle strategies with coaching, and we’re excited to be able to serve even more customers with this new offering, whether actively losing weight or looking to learn how to keep weight off.”

These plans are accompanied by the support of a personal coach who has likely experienced their own weight loss journey. The coach serves as a support system and provides guidance for customers. This builds on the company’s existing strategic collaboration with LifeMD to ensure customers have access to GLP-1 medications where clinically appropriate.

“Obesity is a chronic health condition, and findings from a recent clinical trial³ suggest that ongoing support is essential for sustaining progress in weight and overall health,” said Satya Jonnalagadda, Vice President of Scientific and Clinical Affairs at Medifast. “While GLP-1 medications help initiate weight loss by reducing appetite, they don’t address the underlying nutrition, habits or lifestyle factors that contribute to long-term success. Weight regain often occurs once GLP-1 medications are stopped but OPTAVIA equips individuals with strategies and support to help keep the weight off ^1,3*. By incorporating targeted nutrition, physical activity and behavioral support, these new plans can help people – whether they use weight loss medications or not – lose weight in a healthy way, manage their weight and improve overall health.”

For more information on OPTAVIA’s full offerings visit, www.OPTAVIA.com.

About Medifast®:

Medifast (NYSE: MED) is the 40+ year old health and wellness company known for its habit-based and coach-guided lifestyle solution OPTAVIA®, which provides people with a simple, yet comprehensive approach to address obesity and support a healthy life. OPTAVIA provides unparalleled coaching support along with community, tailored nutrition and healthy habits, and empowers people to master their weight loss journey through each stage of life. Through the company’s collaboration with national virtual primary care provider LifeMD® (Nasdaq: LFMD) and its affiliated medical group, customers now have access to GLP-1 medications where clinically appropriate. Medifast remains committed to its mission of offering Lifelong Transformation, Making a Healthy Lifestyle Second Nature™. Visit MedifastInc.com and OPTAVIA.com for more information and follow @Medifast on X and LinkedIn.

References:

¹ Grosicki GJ, Dhurandhar NV, Unick JL, Arent SM, Thomas JG, Lofton H, Shepherd MC, Kiel J, Coleman C, Jonnalagadda SS. Sculpting Success: The Importance of Diet and Physical Activity to Support Skeletal Muscle Health during Weight Loss with New Generation Anti-Obesity Medications. Curr Dev Nutr. 2024 Oct 18;8(11):104486. doi: 10.1016/j.cdnut.2024.104486.
² Wilding JPH, Batterham RL, Davies M, Van Gaal LF, Kandler K, Konakli K, Lingvay I, McGowan BM, Oral TK, Rosenstock J, Wadden TA, Wharton S, Yokote K, Kushner RF; STEP 1 Study Group. Weight regain and cardiometabolic effects after withdrawal of semaglutide: The STEP 1 trial extension. Diabetes Obes Metab. 2022 Aug;24(8):1553-1564. doi: 10.1111/dom.14725. Epub 2022 May 19.
³ Wadden TA, Bailey TS, Billings LK, Davies M, Frias JP, Koroleva A, Lingvay I, O'Neil PM, Rubino DM, Skovgaard D, Wallenstein SOR, Garvey WT; STEP 3 Investigators. Effect of Subcutaneous Semaglutide vs Placebo as an Adjunct to Intensive Behavioral Therapy on Body Weight in Adults With Overweight or Obesity: The STEP 3 Randomized Clinical Trial. JAMA. 2021 Apr 13;325(14):1403-1413. doi: 10.1001/jama.2021.1831.

Disclaimer:

* Medical advice, treatment, prescriptions, and the overall practice of medicine must be provided by a licensed healthcare professional. OPTAVIA and its coaches do not engage in or provide any medical services.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250106928116/en/

Public Relations: Jessica Oring, Jessica.Oring@medifastinc.com

Source: Medifast

FAQ

What is Medifast's new OPTAVIA ASCEND product line designed for?

OPTAVIA ASCEND is designed for GLP-1 medication users and people seeking weight maintenance support, featuring high-protein, fiber-rich mini meals and daily nutrient packs to help preserve muscle mass and provide essential nutrients.

How does OPTAVIA ASCEND address weight regain issues with GLP-1 medications?

OPTAVIA ASCEND combines high-protein nutrition with coaching support to address the issue that two-thirds of weight lost on GLP-1 medications is typically regained within 12 months of stopping treatment.

What are the key features of Medifast's (MED) new OPTAVIA ASCEND program?

The program features high-protein mini meals, daily nutrient packs, personalized coaching, community support, and access to GLP-1 medications through LifeMD where clinically appropriate.

How does OPTAVIA ASCEND help prevent muscle loss during GLP-1 treatment?

The high-protein products in OPTAVIA ASCEND are designed to preserve lean muscle mass, addressing the accelerated muscle loss often associated with GLP-1 medications, which can equal up to a decade of natural muscle loss within 12-18 months.