GLP‑1 and the new food economy
As GLP‑1 medications mute cravings and reshape household shopping baskets, the food and drink industry faces a structural shift unlike any previous diet trend. But far from signalling decline, this new biology‑driven consumer landscape is opening the door to cleaner formulations, nutrient‑dense innovation and multifunctional ingredient systems. Martha Wood, marketing lead at Ulrick + Short, explains why the winners will be those who rethink satisfaction, texture and nutritional purpose from the ground up.
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