From startups to industry stalwarts, food companies are pitching their products as natural alternatives to the drugs or developing companion products for patients. Ozempic and similar drugs have surged in popularity in the U.S., sparking concern among some investors that broader adoption could threaten food companies’ sales in years to come. Big food makers are paying attention as demand for the drugs soars, prompting questions about whether and how they will reshape American diets. Pfeifer has also become an avid drinker of protein shakes, and tested a variety for flavor, protein and sugar content before landing on his favorite: a chocolate shake from Coca‑Cola’s Fairlife. Other food companies see an opening for products they say mimic the drugs, but without the pricey prescription.

Source: Wall Street Journal December 05, 2023 04:27 UTC