Fast food takes a body blow
June 15 2028
Four years ago, 800-million people globally were classed as obese, including 40% of the US population, and Novo Nordisk was the most valuable company in Europe. With Novo’s introduction of an affordable, tablet-form GLP-1 in early 2025, effortless weight loss was no longer the exclusive remit of celebs, tech billionaires and influencers.
GLP-1 (pronounced gulpone), or Glucagon-like peptide 1, is a naturally occurring hormone that stimulates insulin secretion and inhibits glucagon release, regulating blood sugar levels and suppressing appetites by creating a feeling of being full. People taking GLP-1 consume 20%30% fewer calories, and lose an average of 13kg in the first 12 weeks.
With accessible, affordable GLP-1 pills arriving at the peak of the global obesity crisis and fast gaining ubiquitous adoption, the world now looks very different. Countries such as the US and UK now have obesity rates of under 15%, and most of these remaining individuals are plus sized by choice.
Public health services are finally coming up for air after almost collapsing under the strain of obesity-related comorbidities, but drug companies and medical device providers are having to find new revenue streams as rates of sleep apnoea, kidney disease, heart disease and joint replacements wane.
The food industry has been turned on its head. The flywheel of ever more hyper-processed, high-calorie, moreish “junk” food has ground to a halt. With dwindling appetites, the allure of the drive-through just isn’t there any more. Fast food chains have reimagined their menus to tempt consumers to spend their lower calorie budgets at their establishments, but the chokehold has been broken.
Early casualties Dunkin’ Donuts and Domino ’ s pizza were too slow to respond to the change in demand and folded by late 2027. Share prices of Burger King, Subway and Starbucks have been in steady decline but all are hanging on by providing new smaller-portion, nutrientdense menu options including juices, soups and smoothies.
Consumers are looking to maximise their nutritional intake from the calories they consume, and healthy convenience offerings such as Daily Harvest and Hello-Fresh are benefiting.
Previously a nonstarter, the idea of “food in a pill” is gaining traction. With appetites taking a dive, eating is increasingly utilitarian and a growing number of the “nouveau skinny” are choosing to get their daily nutrition and vitamins in the form of a convenient cocktail of pills.
The question no-one can answer is: what are the longterm effects of continuing to take these new-generation weightloss drugs? What happens when the world stops taking them? How long before the skinny bubble bursts? / First published on Mind-bullets on March 14 2024
FORGET ABOUT YOUR DIET
March 4 2027
Arevolutionary solution to the global obesity problem has been approved for human trials. Gene therapy company Verve Therapeutics has developed a vaccine for, well, fat. Based on CRISPR DNA-editing technology, the new vaccine targets a gene expressed in the brain, which encodes a protein that regulates appetite. A simple jab switches the order of two nucleobases in our DNA, lowering our blood sugar response, and reversing the craving for more delicious food. After just a few forkfuls of pasta or a dozen French fries you can’t face another mouthful; but your appetite for lettuce and broccoli remains untouched, ensuring you get your vitamins and minerals.
This is a game-changer for everyone who has ever struggled to keep their weight in check, or been told to “exercise more and eat less”. Now you can take the vax against maxing out your body mass and eat whatever you like, whenever you like. Doctors, dietitians and health authorities are rejoicing, as obesity is the number one lifestyle disease worldwide, and costs the economy trillions in lost productivity, treatment, care and premature death.
With hundreds of millions of people eagerly awaiting the availability of the “fat jab”, Verve has issued a cautionary note. Lab tests have revealed that the vaccine requires a periodic “update” to switch the genes back to “normal” to avoid unpleasant side effects. As such, Verve will offer the treatment purely on a subscription plan and failure to renew your subscription will mean you lose all the benefits.
Purveyors of wonder diets, “fat-burning” supplements and exercise programmes guaranteed to help you lose weight and stay slim, are part of a trilliondollar slimming industry. They risk irrelevance in the face of this new technology, with Verve becoming the next pharma mega-cap stock to dominate the market.
So, if you can afford the subscription, forget the flab and take the jab. /First published on Mind-bullets on March 9 2023
DISCLAIMER
Despite appearances to the contrary, Futureworld cannot and does not predict the future.
The Mind-bullets scenarios are fictitious and designed purely to explore possible futures, challenge and stimulate strategic thinking.
DUNKIN’ DONUTS AND DOMINO ’ S PIZZA WERE TOO SLOW TO RESPOND TO THE CHANGE IN DEMAND AND FOLDED BY LATE 2027