The Sunday Read: ‘Ozempic Could Crush the Junk Food Industry. But It Is Fighting Back.’

For decades, Big Food has been marketing products to people who can’t seem to stop eating, and now, suddenly, they can. The active ingredient in new drugs like Ozempic, Wegovy and Zepbound mimics a natural hormone that slows digestion and signals fullness to the brain.Around seven million Americans take these drugs, but estimates from Morgan Stanley suggest that number could increase to 24 million within the next decade. More than 100 million American adults are obese, and the drugs may eventually be rolled out to people who don’t have diabetes or obesity, as they seem to tame addictions beyond food — appearing to make cocaine, alcohol and cigarettes more resistible. Research is at an early stage, but the drugs may also cut the risk of stroke, heart and kidney disease, Alzheimer’s and Parkinson’s.Major food companies are scrambling to research the impact of the drugs on their brands — and figure out how to adjust. But for Mattson, which has invented products for the nation’s biggest food conglomerates for nearly 50 years, the Ozempic threat could be a boon. Unlock full access to New York Times podcasts and explore everything from politics to pop culture. Subscribe today at nytimes.com/podcasts or on Apple Podcasts and Spotify.