Story perspectives

Novo Rebrands as “Novo” to Regain Obesity Share

By Drooid · Sep 14, 2026, 3:09 PM UTC · How we work

Summary

Story summary

Novo Nordisk A/S rebranded to “Novo” to regain obesity-drug market share.
The new brand uses the tagline “Lasting Health Starts Now” in all consumer communications.
Shares have fallen about 15% year-to-date despite oral Wegovy reaching over 3 million prescriptions.
Novo held 38.8% of Q2 obesity-treatment market while Eli Lilly held 60.9%.
Capital Markets Day on Sept 21 in London will detail the revised business strategy.

History

Historical Context

When the FDA approved the lipase inhibitor orlistat (Xenical) in April 1999, it became the first modern prescription obesity drug, generating $1.2 billion in sales and about 12 % of the fledgling anti-obesity market by 1999. Its launch followed decades of stimulant-based diet pills and set a precedent for later agents such as GLP-1 agonists that now dominate the market.

1 of 2

Story summary

Novo Nordisk A/S rebranded to “Novo” to regain obesity-drug market share.
The new brand uses the tagline “Lasting Health Starts Now” in all consumer communications.
Shares have fallen about 15% year-to-date despite oral Wegovy reaching over 3 million prescriptions.
Novo held 38.8% of Q2 obesity-treatment market while Eli Lilly held 60.9%.
Capital Markets Day on Sept 21 in London will detail the revised business strategy.

1 / 2