Weight loss seekers are adults, mostly 25 and older, who want a plan that fits real life. Some want apps and coaching, some want medically supported treatment, and others adjust what they eat with higher-protein or lower-sugar products. Brands in this group include Noom, Ro, Hers, Lumen, Quest Nutrition and Banza. Their ads are a study in sensitive category marketing: strict platform rules, high skepticism from past diet failures and a need to promise support without making unrealistic claims.
Many have tried plans before and are wary of quick fixes, so credibility and sustainability matter.
Tracking, meal structure and clear next steps reduce the feeling of being overwhelmed.
Weight is personal. Discreet, online and at-home options feel safer to many.
Some now look at clinician-guided and prescription routes, and want to understand eligibility and process.
Energy, confidence, family and long-term health drive decisions as much as appearance.
Subscriptions and ongoing fees invite scrutiny, so transparency on pricing structure and cancellation matters.
Banza was founded in 2014 in Detroit by brothers Brian and Scott Rudolph. The brand makes pasta, rice, and mac and cheese from chickpeas, offering 2x the protein and 3x the fiber of conventional pasta. It achieved Costco and Whole Foods placement and became the top-selling chickpea pasta in the US.
BetterMe is a Kyiv-based health and fitness app platform offering personalized workout, diet, yoga, and mental wellness plans. Founded in 2016, it has grown to over 150 million downloads through relentless Meta quiz-funnel advertising that personalizes onboarding based on body type, goal, and lifestyle inputs.
BodyFast is an intermittent fasting app offering personalized fasting schedules and tracking tools to support weight management goals. Developed by a German company, the app operates on a subscription model sold through app stores. It advertises across Meta placements to drive app downloads and subscriptions.
Calibrate is a New York-based metabolic health company founded in 2020 by solo founder Isabelle Kenyon. The platform offers a one-year program combining FDA-approved GLP-1 medication with lifestyle coaching across food, sleep, movement, and emotional health. Calibrate targets patients seeking a comprehensive, long-term metabolic health transformation rather than a quick weight loss fix.
DoFasting is a wellness app and supplement brand built around intermittent fasting, offering a fasting tracker, personalized meal plans, and workout guidance alongside branded supplements like fasting tea and greens powders. It targets people looking to manage weight and build sustainable eating habits through app-guided routines. The brand markets primarily direct-to-consumer online, with a strong presence in Meta ad placements.
Dukes makes weight loss meal replacements including shakes, soups and oats designed for sustainable, convenient weight management.
Fastic is an intermittent fasting app offering personalized fasting plans, meal tracking, and coaching content, developed by a German company. The app operates on a freemium subscription model sold through app stores. It advertises across Meta placements to acquire subscribers.
Foodspring is a Berlin-founded premium DTC sports nutrition brand established in 2013 by Tobias Schüle and Lucas Weis. Acquired by Nestlé in 2017 while maintaining its independent DTC brand identity, Foodspring sells protein powders, bars, and supplements through its own website, Amazon, and retail across Europe.
Form Health is a US telehealth platform founded in 2020 that pairs obesity medicine physicians with registered dietitians for comprehensive, medically supervised weight management. The brand distinguishes itself from pure GLP-1 prescription services by emphasizing clinical depth and long-term lifestyle integration. Also searched as Form.
Found is a San Francisco-based weight care telehealth platform founded in 2019 by Emily Yudofsky and Swathy Prithivi. The platform combines GLP-1 medication prescriptions with behavioral health coaching, recognizing that sustainable weight loss requires both pharmacological intervention and behavioral change. Found has been recognized as one of the largest weight loss telehealth providers in the US.
Freeletics is a fitness app offering AI-adapted bodyweight and strength training programs designed for workouts without gym equipment. Based in Munich, Germany, the company operates on a subscription model available through mobile app stores. It advertises across Meta placements to drive subscription sign-ups.
Henry Meds is a San Francisco-based telehealth platform founded in 2022 offering compounded GLP-1 (semaglutide) for weight loss, testosterone replacement therapy, and other treatments at aggressively discounted prices. The brand targets patients priced out of brand-name Ozempic and Wegovy, positioning as the affordable access route to GLP-1 medication. Also searched as Henry.
Hers is the women's health DTC brand from Hims & Hers Health (NYSE: HIMS), launched in 2018. It offers telehealth consultations and prescription treatments for weight loss (GLP-1), hair loss, skincare, mental health, and sexual health. The brand operates under the combined scale of the Hims & Hers public company, funding aggressive DTC paid media across Meta, YouTube, and TV.
Juniper is a Sydney-based DTC women's weight management telehealth brand launched in 2021 under Eucalyptus Health. The platform provides evidence-based weight treatment including medical therapy, dietitian consultations, and unlimited coaching via subscription, operating in Australia, UK, Germany, Japan, and Canada.
Knownwell is an obesity-inclusive primary care telehealth brand that combines GLP-1 prescriptions with dietitian coaching and mental health support. Launched in January 2023 with $24.5M raised, the brand defined the 'whole-patient GLP-1' category before mass-market Ozempic demand peaked. It targets patients who want comprehensive metabolic support beyond medication alone.
Lumen was founded in 2014 in Tel Aviv by twin sisters Merav Mor and Michal Mor, both with PhDs in physiology. The device uses CO2 analysis of a single breath to measure real-time metabolism — indicating whether the body is burning fat or carbohydrates. It pairs with an app providing daily personalized nutrition plans.
Manual is a UK men's telehealth platform founded in 2019, offering online consultations and treatment delivery for hair loss, ED, and weight management. The brand raised £29M in 2024 and expanded into Brazil, pursuing international scale. Manual competes directly with Numan and Hims for the growing UK and European men's health market.
Mid-Day Squares was founded in 2018 in Montreal by siblings Jake and Lezlie Karls and Nick Saltarelli (Lezlie's husband). The brand sells chocolate protein bars and built its audience by filming the real challenges of building a food company on TikTok and Instagram, creating a cult following that preceded traditional paid ad investment. Also searched as Mid-Day.
Mochi Health is a San Francisco-based obesity medicine telehealth platform founded in February 2022 by Dr. Myra Ahmad. Specializing in GLP-1 prescriptions paired with registered dietitian coaching and board-certified obesity medicine physicians, Mochi differentiates on clinical quality over price. The platform has achieved over 3 million pounds of combined patient weight loss. Also searched as Mochi.
More Nutrition is a Munich-based supplement brand founded in 2017 by Christian Wolf and Mic Weigl. Built on influencer marketing and social commerce, the brand became a category leader in German diet nutrition with products like Total Protein and Booster. Sold DTC and via Amazon across the DACH region.
MyFitnessPal is a mobile app for calorie tracking, nutrition logging, and fitness monitoring, widely used for weight management goals. Owned by Under Armour before being acquired by Francisco Partners, the app offers free and premium subscription tiers. It advertises across Meta placements to drive app downloads and subscriptions.
Nick's Ice Cream was founded in 2017 in Stockholm by Niclas Luthman. The brand uses Swedish milk proteins and plant-based sweeteners to produce low-sugar ice cream pints that compete with Halo Top at a higher price and quality tier. Available nationally at Whole Foods, Target, and Walmart. Also searched as Nick's.
Noom is a New York-based psychology-based weight loss app founded in 2008 by Artem Petakov and Saeju Jeong. The app uses behavioral psychology, food logging, and coaching to drive sustainable weight loss. Noom became a landmark paid media case study for quiz-funnel DTC marketing, spending billions on Facebook, Instagram, and Google to build a multi-billion-dollar subscription business.
Numan is a UK men's health telehealth platform founded in 2018 by Sokratis Papafloratos. The brand offers online consultations and prescription delivery for ED, hair loss, and weight management (GLP-1). In 2024, Numan crossed $90M ARR driven by GLP-1 demand and reported its first year of profitability, positioning it as the UK's most commercially successful men's telehealth challenger.
Pharmacy2U is the UK's largest online pharmacy, founded in 1999 in Leeds. The brand fulfils NHS repeat prescriptions by post and offers a private online doctor service for conditions including weight management and sexual health. Its combination of NHS trust signals and private health services gives it a unique dual-positioning in UK digital health advertising.
Provitalize is a DTC supplement brand offering a probiotic formula marketed toward women experiencing menopause-related weight gain, bloating, and hot flashes. The product combines probiotics with botanical ingredients and is sold primarily through the brand's own e-commerce site. It positions itself in the women's health and gut-health supplement category.
Quest Nutrition revolutionized the protein bar category by creating a high-protein, low-sugar, high-fiber bar that actually tasted good. Founded in 2010, Quest reached $1B in revenue by seeding CrossFit gyms and building an online fitness community before scaling paid media. Acquired by Simply Good Foods, Quest remains one of the top protein snack brands globally. Also searched as Quest.
Renpho is a consumer health technology brand selling smart scales, massagers, and fitness tracking devices at accessible price points. The company sells primarily through Amazon and its own ecommerce site, targeting home health and wellness consumers. It advertises across Meta placements to drive ecommerce sales.
Ro is a New York-based telehealth company founded in 2017 by Zachariah Reitano, Saman Rahmanian, and Rob Schutz. Originally launched as Roman for men's health, Ro expanded to women's health (Rory) and now operates as a comprehensive telehealth platform covering weight loss (GLP-1), ED, hair loss, and fertility. Ro operates its own pharmacy, making it one of the few fully vertically integrated telehealth brands.
Sequence was a clinician-led telehealth platform connecting patients to GLP-1 medications (Ozempic, Wegovy) for medically supervised weight loss. Founded in 2021 in New York, it grew rapidly on the back of GLP-1 demand and was acquired by WW International (WeightWatchers) in 2023 for $132 million.
Signos is a Los Altos, CA-based digital health company founded in 2018 by Sharam Fouladgar-Mercer. The platform pairs a continuous glucose monitor (CGM) with an AI app to provide personalized weight management guidance based on real-time glucose responses to food and exercise. In 2025, Signos received FDA clearance as the first CGM system specifically indicated for weight management.
Simple is a technology brand offering an intermittent fasting and health tracking app that provides personalized fasting schedules, meal logging, and hydration reminders. The company operates on a subscription model sold through app stores. It advertises across Meta placements to acquire app subscribers.
Simpl (getsimpl.com) is a Berlin-based AI intermittent fasting tracker app offering personalized fasting schedules, meal guidance, and an AI coach. Founded around 2019, it competes in the crowded fasting app space using aggressive Meta quiz-funnel ads to drive DTC subscription conversions globally.
Supergut was founded in 2020 as Muniq by Marc Washington and rebranded as Supergut in 2022. The brand makes resistant starch prebiotic bars and shakes backed by clinical research on gut microbiome improvement and blood sugar management. The brand has pivoted into GLP-1 amplifier positioning as the Ozempic trend accelerated.
Sweat is a fitness app offering guided workout programs and training plans, originally built around trainer-led content for at-home and gym workouts. The company operates on a subscription model, selling access through its app and website. It advertises across Meta placements to acquire subscribers.
The Absorption Company builds supplements engineered for maximum nutrient absorption, so your body actually uses what you take.
WonderLab is a Shanghai meal replacement brand founded in 2019, famous for its Boba Shake protein shakes that went viral on Douyin. By creating bubble tea-flavoured meal replacements, WonderLab normalised the category for Chinese Gen Z, achieving top-tier Tmall meal replacement sales within its first year.
Zero is a San Francisco intermittent fasting app co-founded by Digg founder Kevin Rose in 2016. It offers customizable fasting schedules, evidence-based fasting science content, and access to longevity coaches. Under CEO Mike Maser since 2018, it reached the top of the health and fitness app charts and has tracked over 35 million fasts. Also searched as Zero.
Ads here balance empathy and caution. Noom frames weight loss through psychology and habits, Lumen through metabolism tracking, Ro and Hers through convenient online care, and Quest Nutrition and Banza through products that fit higher-protein, lower-sugar eating. Each answers a different version of the same question: what makes this time different? Formats include quiz-led funnels, app walkthroughs, clinician or expert explainers, testimonial stories and product demonstrations. Educational content that explains how a method works often precedes the offer. Platform rules are strict. Advertising for weight loss and related treatments is restricted, and before-and-after imagery and body-shaming language are commonly disallowed. Brands therefore focus on process, support and lifestyle outcomes, and pair claims with disclaimers. When researching ads, look at how each brand avoids unrealistic promises, which proof it relies on, such as expert voices or user stories, and how it leads into signup: quiz, free assessment, trial or product purchase. Compare telehealth ads with app and food ads to see how tone and compliance differ. Always verify current policies for your own category.
Respect is the key. Messages that treat the viewer as capable and informed work better than shame or miracle promises. Practical steps, clear process and honest expectations build trust with people who have heard bold claims before. Support is a major draw: coaching, tracking, clinicians or simply an easy product swap. Ads should explain what the buyer actually gets, how often, and what the commitment looks like. Proof should be realistic. Real user stories and expert explanations carry more weight than dramatic transformation visuals, which also risk policy violations. Mistakes include implying guaranteed results, using body-negative hooks, hiding pricing or subscription terms, and ignoring regulatory requirements for medical offers. Another is a funnel that asks for too much too soon. For product brands like Quest Nutrition and Banza, the angle is often swap-based: the same favorite food with a different nutritional profile. For services like Noom and Ro, the angle is a method or a path. Studying both shows two ways to enter the same conversation.
Noom, Ro, Hers, Lumen, Quest Nutrition and Banza are examples, spanning apps, telehealth, tracking devices and higher-protein foods. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
They commonly use quiz funnels, app demos, expert or coach explainers and user stories, with careful claims to meet platform policies. Ads that stay live for weeks usually point to a message the brand has found works, so they are a good place to start your research.
Yes. Platforms limit before-and-after imagery, body-shaming language and some medical claims. Check current policies before running ads. Notice how the first seconds, the headline and the call to action differ from brand to brand before you plan your own creative.
Swap-based convenience, higher-protein positioning and simple routines are common angles. Compare active ads from Quest Nutrition and Banza to see examples. Use what you learn as direction for your own tests, not as a template to copy. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
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