Britain has become the first country in Europe to approve Eli Lilly’s new oral weight-management medicine, potentially opening a new chapter in the rapidly expanding market for obesity treatments. Unlike widely used injectable GLP-1 treatments, Foundayo is taken once a day as a tablet. The MHRA has also stressed that Foundayo is a prescription-only medicine and warned consumers against buying GLP-1 medicines from unregulated sellers. The attraction of an oral GLP-1 is obvious: no injection, simple daily administration and potentially easier distribution. If oral GLP-1 medicines become widely adopted, pharmacies, private healthcare providers, food companies, retailers, fitness businesses and consumer brands could all face changing consumer behaviour.