Consumers are questioning what’s in their food, who makes their supplements, and who they trust to deliver health.
Ultra-processed foods are the new tobacco
New research from Lifesum found that 92% of Americans believe ultra-processed foods are engineered to be hard to stop eating.
- Other findings include growing support for stronger oversight: 49% back regulation similar to tobacco or alcohol, 83% want clearer warning labels, and 61% support restrictions on marketing.
- In the US, roughly 60% of total calorie intake comes from ultra-processed foods, with consumption linked to obesity, type 2 diabetes, and cardiovascular risk.
Consumers increasingly see diet-related health as less about willpower and more about engineered environments, clearer labeling, and systemic accountability — with ripple effects impacting food brands, diet culture, and policymakers.
Thorne might be for sale
Axios reported that L Catterton is seeking to sell Thorne for up to $4B, putting one of the biggest premium supplement brands back in play.
- L Catterton agreed to take Thorne private in 2023 for about $680M.
- With strong brand equity, scientific positioning, and practitioner credibility, the markup aims to position the company closer to preventative health than legacy vitamin retail.
As demand for supplements, personalization, and everyday health optimization grows, premium, science-forward brands are becoming more valuable.
Oura keeps poaching Apple talent
Oura hired Brian Lynch, Apple’s senior director overseeing home hardware, as its new senior vice president of hardware engineering, per Bloomberg.
- At Apple, Lynch had been leading hardware work on the company’s yet-to-be-released smart home devices.
- The latest Apple-to-Oura hire, the smart ring maker previously hired Apple health executive Dr. Ricky Bloomfield as chief medical officer and counts former Apple designer Miklu Silvanto among its senior leaders.
Oura isn’t staffing like a smart ring company. It’s hiring like a hardware and health platform. As the wearable market shifts from single devices to full ecosystems, talent says as much about ambition as any product launch.
