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US direct-to-consumer metabolic wellness brand, Maeva, has launched a nutrition system designed to support individuals using GLP-1 weight loss medications, as adoption of the drugs continues to rise.
The brand has developed a portfolio of low-calorie nutrition products formulated to address nutritional challenges commonly associated with appetite suppression and reduced food intake during GLP-1 use.
While designed with GLP-1 users in mind, Maeva says its products are also suitable for consumers pursuing weight loss through lifestyle or dietary approaches.
According to the company, around 12% of US adults – approximately 30 million people – are currently using GLP-1 medications. Maeva positions its offering as a targeted alternative to conventional meal replacements and supplements, which it says are not specifically formulated for reduced intake.
Maeva's co-founder Steven Neiger, said: "Maeva was born out of personal experience. After taking GLP-1s, I saw firsthand how easy it was to lose weight while also losing muscle, energy, and overall balance. The medication worked, but the nutrition support didn't exist so we set out to build what was missing."
Dean Neiger, CEO of Maeva, added: "GLP-1 medications have helped many people make meaningful progress in their weight-loss and health journeys, but maintaining proper nutrition is often overlooked. Maeva exists to support people through this journey with science-backed nutrition designed for reduced intake, without compromising strength, confidence, or long-term wellbeing."
The brand has partnered with registered dietitian and weight health specialist Ashley Koff RD to support product development and educational resources.
Maeva’s initial product range includes gender-specific nutrition shakes, functional boosters and electrolyte products.
The men’s shake contains 25g of plant protein per serving, alongside creatine and ashwagandha, while the women’s formulation provides 20g of plant protein with added collagen peptides, iron and B-complex vitamins. The range also includes targeted boosters for beauty, energy and gut health, as well as a low-calorie probiotic electrolyte mix.
The company is backed by investors and industry operators with experience in wellness retail and brand building, including representatives from Raindrop, Ignite XL and The Detox Market.
Maeva launches with a subscription-first, direct-to-consumer model, offering a curated starter kit designed to encourage long-term habit formation. Products are available via the brand’s website, with nutrition shakes priced at $69, boosters at $19.99 and electrolytes at $24.99.
