Nestlé has launched a new protein drink called Boost that claims to suppress appetite in the same way as popular weight-loss medications like Wegovy and Ozempic. The drink contains 10g of protein and induces the natural production of the hormone GLP-1, which creates a feeling of fullness.
The company’s move comes as food manufacturers scramble to respond to the launch of highly effective weight-loss jabs that threaten to hit sales. Analysts have estimated the market for obesity drugs could be worth $150 billion over the next decade.
Nestlé has also been developing products to counter the “Ozempic face” condition, where people on weight-loss medications experience gaunt skin and lost elasticity. The company’s Boost brand claims that those taking weight-loss medications may not be getting enough nutrition, especially protein.
The 125ml Boost shot is available in the US for $10.99 (£8.64) for a pack of four drinks. It is intended to be consumed up to half an hour before a meal and is not meant to replace weight-loss medication. The effects are much less powerful than those of the medications, but Nestlé hopes it will help people who are struggling with hunger while taking their medications.
The launch of Boost marks another attempt by food manufacturers to tap into the lucrative weight-loss market, which has seen significant investment in recent years.
Source: https://www.yahoo.com/lifestyle/kitkat-maker-launches-hunger-killing-124833687.html