Simon Vance

strawberry sensation, mango magic, blueberry bliss, each six grams of protein, and something called satiety gum in four flavors, crisp green apple, watermelon fresh mint, cinnamon red hot mama, and minty fresh metabolism. Myazempic-optimized banquet was fine. It was fine, but compared with ripe Rainier cherries, I feared Larry Wins might have found it a little dull.

strawberry sensation, mango magic, blueberry bliss, each six grams of protein, and something called satiety gum in four flavors, crisp green apple, watermelon fresh mint, cinnamon red hot mama, and minty fresh metabolism. Myazempic-optimized banquet was fine. It was fine, but compared with ripe Rainier cherries, I feared Larry Wins might have found it a little dull.

The mild flavor profiles and engineered textures of Mattson's inventions were similar to existing packaged foods like Betty Crocker cake mixes and Tyson grilled and ready chicken strips. Were products like this enough, I wondered, to break through a zempic's defenses and excite people whose relationship to food has been turned on its head? GLP-1 drugs change far more than our metabolic processes.

The mild flavor profiles and engineered textures of Mattson's inventions were similar to existing packaged foods like Betty Crocker cake mixes and Tyson grilled and ready chicken strips. Were products like this enough, I wondered, to break through a zempic's defenses and excite people whose relationship to food has been turned on its head? GLP-1 drugs change far more than our metabolic processes.

There are GLP-1 receptors in the hypothalamus, the area that regulates hunger and signals fullness, and in the brain's dopamine reward system, the primitive, so-called reptilian desire circuitry involved with addictive behaviors.

There are GLP-1 receptors in the hypothalamus, the area that regulates hunger and signals fullness, and in the brain's dopamine reward system, the primitive, so-called reptilian desire circuitry involved with addictive behaviors.

It seems that GLP-1s, by regulating the release of dopamine, may make the flavor profiles of ultra-processed products, many of which have been optimized to stimulate the brain's reward system, less appealing. Does Ozempic shatter the illusion that junk tastes good by turning down the dopamine hit? Data is lacking.

It seems that GLP-1s, by regulating the release of dopamine, may make the flavor profiles of ultra-processed products, many of which have been optimized to stimulate the brain's reward system, less appealing. Does Ozempic shatter the illusion that junk tastes good by turning down the dopamine hit? Data is lacking.

The drugs, said Gerhardt, the Michigan food addiction researcher, are still a black box. Mattson is betting on convenience winning out. Although Larry Wins is now buying mainly fruits and vegetables, he still turns to healthy choice frozen meals in a pinch. That's no surprise to Bob Nolan, a senior vice president at ConAgra Brands, the line's owner and a Mattson client.

The drugs, said Gerhardt, the Michigan food addiction researcher, are still a black box. Mattson is betting on convenience winning out. Although Larry Wins is now buying mainly fruits and vegetables, he still turns to healthy choice frozen meals in a pinch. That's no surprise to Bob Nolan, a senior vice president at ConAgra Brands, the line's owner and a Mattson client.

As people eat less, he wages, the value of convenience will grow. You're probably not going to want to be in the kitchen prepping an elaborate meal to just have a few bites, Nolan told me. Eating fewer calories makes it harder to obtain the nutrients we need, said Auerbach, the Mattson relationship manager. So selling products pumped full of protein and fiber makes sense.

As people eat less, he wages, the value of convenience will grow. You're probably not going to want to be in the kitchen prepping an elaborate meal to just have a few bites, Nolan told me. Eating fewer calories makes it harder to obtain the nutrients we need, said Auerbach, the Mattson relationship manager. So selling products pumped full of protein and fiber makes sense.

Given Big Food's track record, it's likely that the companies will succeed at finding products Ozempic users crave. But what if they're too successful? I asked Nicole Avena, a professor of neuroscience at Mount Sinai who studies sugar addiction, if she believed it could be possible for food companies to engineer, intentionally or not, compounds that would make GLP-1 drugs less effective.

Given Big Food's track record, it's likely that the companies will succeed at finding products Ozempic users crave. But what if they're too successful? I asked Nicole Avena, a professor of neuroscience at Mount Sinai who studies sugar addiction, if she believed it could be possible for food companies to engineer, intentionally or not, compounds that would make GLP-1 drugs less effective.

Avena told me it was plausible. The food industry, she pointed out, has cabinets of formidable reward-triggering compounds with which to experiment. Companies could end up counteracting the drugs to some degree in their efforts to make foods more rewarding, she said. I asked Mattson's chief executive, Justin Schimmack, an easygoing Ursine, Minnesota native with a Ph.D.

Avena told me it was plausible. The food industry, she pointed out, has cabinets of formidable reward-triggering compounds with which to experiment. Companies could end up counteracting the drugs to some degree in their efforts to make foods more rewarding, she said. I asked Mattson's chief executive, Justin Schimmack, an easygoing Ursine, Minnesota native with a Ph.D.

in food science, if he worried about that possibility. Schimmack's first job, before he drove his motorcycle from the Midwest to California, was working for General Mills on Lucky Charms. Foams are his forte. He helped invent the chemical formulas that make marshmallows change color or reveal hidden images upon their contact with milk. But making GLP-1 products for Shimmock is also personal.

in food science, if he worried about that possibility. Schimmack's first job, before he drove his motorcycle from the Midwest to California, was working for General Mills on Lucky Charms. Foams are his forte. He helped invent the chemical formulas that make marshmallows change color or reveal hidden images upon their contact with milk. But making GLP-1 products for Shimmock is also personal.

He has struggled with his weight since childhood. Near the beginning of this year, he started taking a GLP-1 drug. His food noise, the droning monotone of want that torments many who end up on the drugs, has since vanished, along with more than 50 pounds. He no longer craves sugary lattes.

He has struggled with his weight since childhood. Near the beginning of this year, he started taking a GLP-1 drug. His food noise, the droning monotone of want that torments many who end up on the drugs, has since vanished, along with more than 50 pounds. He no longer craves sugary lattes.