Novo Nordisk Rebrands to Novo as Lilly Leads Obesity Market 60.9% to 38.8%
Updated
Updated · CNBC · Sep 14
Novo Nordisk Rebrands to Novo as Lilly Leads Obesity Market 60.9% to 38.8%
3 articles · Updated · CNBC · Sep 14
Summary
Novo Nordisk said it will market itself as “Novo” while keeping its legal name, pairing the rebrand with a corporate-culture overhaul ahead of a Sept. 21 Capital Markets Day.
The shift is aimed at regaining obesity-drug momentum after Novo fell to 38.8% market share in the second quarter, trailing Eli Lilly’s 60.9%, while investors press for new blockbuster products and longer-term growth.
Shares are down about 15% this year, and pressure intensified after Novo scrapped three trials of an experimental cardiovascular drug.
Wegovy’s oral version offers one bright spot: it topped 3 million prescriptions by June and launched ahead of Lilly’s rival pill Foundayo.
The broader campaign, built around the slogan “Lasting Health Starts Now,” is meant to strengthen public trust and make Novo’s science feel more relevant as obesity treatment becomes more consumer-facing.