Medifast announced the debut of OPTAVIA ASCEND, a new line that includes high-protein mini meals and daily nutrient packs. These new nutrition plans are designed to support those using GLP-1 medications and working to manage a healthy weight.
The company announced its entrance into the medically supported weight loss market at the end of 2023 and stated that its OPTAVIA holistic offerings combined with this new product line fills a “critical gap in the weight management market.” OPTAVIA plans are accompanied by the support of a personal coach as well as Medifast’s strategic collaboration with LifeMD to provide access to GLP-1 medications when clinically appropriate.
“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, Medifast Chairman and CEO. “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.”
