In 2014 Fairlife had $10 million in retail sales. By 2024 it had nearly $4 billion. Coca-Cola acquired it and then did something most large companies cannot do with a small brand: they left it alone long enough to find out what it actually was.

Tens of millions of Americans are on or cycling through GLP-1 medications. The consumer coming out the other side thinks differently about food and drink than the one who went in. Here is what that means for every brand in the market.