Benefit-stacking in bakery: How Ardent Mills targets GLP-1 consumer demands

With GLP-1 medications increasingly influencing consumer eating habits, we examine how the bakery space is responding to a different set of needs from people using these appetite-suppressing weight-loss drugs, a phenomenon that continues to reshape the F&B landscape.

Rising GLP-1 use is having a notable impact on most areas of food and drink innovation, as companies develop new products and strategies to remain relevant. This focus includes the bakery segment, where there are plenty of opportunities for NPD.

Due to reduced “food noise,” cravings, and overall appetite, GLP-1 users tend to cut down on snacks and indulgent foods, opting instead for smaller portions that prioritize better nutritional attributes.

Bakery targets nutrition

Matt Schueller, director of marketing insights at Ardent Mills, details how the company is observing shifts in demand across categories like bread, bakery, cereal, and snacks.

He flags how the GLP-1 shift can unlock exciting opportunities to innovate with fiber-forward, higher protein, whole grain, and nutrient-dense ingredients to help consumers meet their nutritional goals.

“According to our proprietary research, as many as one in ten adults could be taking a GLP-1. This is projected to reduce total adult caloric intake by 1.5 to 2.1% and, according to KPMG, to drive an estimated US$48 billion in annual reductions in F&B spending through 2034. For grain-based categories, this creates both pressure and opportunity,” he tells Food Ingredients First.

“Brands can capture share by reformulating with nutrient-dense ingredients. The shift is about upgrading products through ‘benefit-stacking,’ combining fiber, plant protein, and whole grains to support satiety and digestive health. By adding multiple nutritional benefits to familiar formats, brands can increase value per serving while maintaining the taste and texture consumers expect.”

“We advise our customers to anchor innovation in universal nutritional benefits so they can address GLP-1-driven needs while maintaining mainstream appeal. The priority characteristics GLP-1 users seek include high fiber (78%), high nutrients (78%), low carbohydrates (73%), and high plant protein (61%). They are not niche preferences. They closely align with broader wellness behaviors already shaping the market.” 

Ardent Mills GLP-1 data

According to the company’s latest research, consumers on GLP-1 report prioritizing specific food characteristics that can help increase satiety, maintain muscle mass, support weight management, and promote digestive health. 

Importantly, fiber demand extends well beyond GLP-1 users — more than 50% of consumers are willing to pay more for grain-based foods that are high in fiber, reinforcing that these formulation strategies support long-term category growth, not just emerging segments, flags Schueller.

“Our research indicates that GLP-1 users prioritize satiety, muscle maintenance, digestive health, and weight management support. While motivations may vary by life stage, the formulation implications are consistent: nutrient density per bite matters more than ever.”

“This drives innovation toward ingredients that deliver concentrated nutrition without sacrificing sensory quality. Smaller portions must still provide satisfaction, making functional whole grains and pulses especially valuable in delivering fiber and protein efficiently.”Increased GLP-1 use is leading to a myriad of shifts in the F&B industry, including users seeking out more protein and fiber.

Functional and nutrition-dense bakery

The GLP-1 movement is undeniably reshaping the bakery space by reducing demand for traditional indulgent products.

This shift may create challenges for traditional bakery formats but also unlock new avenues for innovation and potentially higher-value consumer segments within the F&B industry.

“Ardent Mill’s portfolio is strategically aligned with this evolution. An example is our UltraGrain 100% whole wheat flour, which delivers whole grain nutrition with the taste, texture, and color consumers prefer, enabling fiber-forward reformulations,” Schueller says.

Chickpeas and chickpea flour

Consumers looking for “better-for-you” products are already gravitating toward chickpeas. But add in rising GLP-1-influenced demand, and “guilt-free” chickpea snacks gain more traction for their versatile and inherently gluten-free characteristics, combined with their rich and nutty flavor that often feels indulgent for weight-loss consumers.

“Another example is our work with chickpeas and chickpea flour, which offer a good source of fiber and a gluten-free alternative, highly versatile ingredient profile. GLP-1 users are contributing to incremental demand, particularly in snack applications, where satiety and nutrient density matter,” says Schueller.

“By incorporating chickpea-based solutions alongside whole grains, brands can develop nutrient-dense products that align with evolving dietary patterns while maintaining flavor and functionality.”

GLP-1-aligned formulations

Other examples of Ardent Mills’ successful GLP-1-aligned product formulations or concepts that balance fiber, protein, and taste, include high-fiber sandwich breads using UltraGrain to maintain softness and consumer-preferred texture. 

The company has also developed snack crackers and crisps formulated with whole chickpeas to increase fiber, and whole grain tortillas and bakery products optimized for nutrient density and portion control. It has also developed meal-replacement snack formats, which 61% of GLP-1 users report prioritizing.

“The key is balance. Fiber and protein inclusion must be calibrated to avoid density or dryness. Our technical teams help brands optimize hydration, structure, and sensory performance,” Schueller tells us.

GLP-1 on-pack claims 

The question of how to communicate “GLP-1-friendly” positioning on-pack is also being monitored by companies in the bakery space. There is currently no official regulatory approval for using “GLP-1” or “GLP-1-friendly” claims on products that directly reference the weight-loss medication and its associated potential health benefits.

However, brands can use “high in protein,” “high in fiber,” or “low in sugar” on-pack claims to signify what GLP-1 users are looking for. 

As GLP-1 evolution progresses, there could be greater pressure for regulatory changes that allow specific GLP-1-related claims on food and beverages. But this is a complex topic because any link between a product and a prescription medication’s mechanism of action could be considered a drug claim. This is not permitted on food labels in the US without FDA approval, and would require European Food Safety Authority authorization in the EU. 

GLP-1 growth in grains

GLP-1 medications will continue to shape the grain, flour, and pulse categories in the years ahead, notes Schueller.

“The food industry is at a crossroads. As GLP-1 adoption expands, we expect sustained pressure on low-fiber, high-sugar formulations and accelerated demand for nutrient-dense, functional ingredients. Whole grains and pulses will likely gain share as brands seek naturally fiber-rich and protein-forward solutions.”

“Grains are not losing relevance — they are evolving to meet new expectations. Ardent Mills is positioned to help customers move food forward by combining grain science, consumer insight, and scalable ingredient solutions. The brands that innovate strategically now will be the best positioned to capture this next phase of growth.”