Novo Obesity Shot Sees Interest Soar in UK as Rival Lifts Prices

Demand for Novo Nordisk A/S’s weight-loss blockbuster Wegovy is getting a boost in the UK from an unexpected corner: arch-rival Eli Lilly & Co.

The new chapter in the rivalry between the two obesity-drug titans is playing out in the UK, where pharmacies are warning patients about an upcoming price increase for Lilly’s Mounjaro and walking them through how to switch to Novo’s similar medicine Wegovy. Lilly said last week it would raise its injection’s price by as much as 170% in September. Novo, by contrast, is staying put.

For Cinzia Musio, a 36-year-old equity, diversity and inclusion ...