Weight loss drugs like Wegovy could spawn a host of new piggyback product lines

LONDON — The rapid rise of weight loss drugs like Wegovy is generating a host of new product lines as companies hope to land on the right side of the health care disruptor.

Industries spanning food and beverage to retail and fitness have come under the spotlight amid surging demand for Novo Nordisk and Eli Lilly's so-called miracle drugs over concerns that they could dramatically shift consumer habits.

However, some companies say they are embracing the newfound market opportunity.

Dutch Bioscience firm DSM Firmenich told CNBC Wednesday that it is exploring nutritional supplements to complement and compensate for some of the impacts of the weight loss drugs, with CEO Dimitri de Vreeze describing it as the natural progression for the industry.

"If you go to weight loss and you're successful, you move to the health, nutrition, lifestyle counter, because you basically want to continue what you have. There we come into play," de Vreeze told CNBC's "Squawk Box Europe."

The weight loss injections, which rely on a group of drugs called GLP-1 receptor agonists (glucagon-like peptide 1), which work by imitating a naturally occurring gut hormone that helps regulate appetite in the brain.

Studies remain ongoing over some of the further health applications — and potential side effects — of the appetite-suppressing drugs. But de Vreeze said his company was also looking at products to boost muscle retention and protein intake.

"There are some side effects of weight loss drugs and that means it's more difficult to build up muscle, it's more difficult to keep your protein level up. And here we come into play. We are using ingredients, developing ingredients where that's being sort of compensated for," he said.

Novo Nordisk and Eli Lilly did not