How GLP-1, AI, and Health Are Rewriting the Food Industry
Maha Tahiri and José A. Cubillos held a workshop ahead of the ftalks Food Summit — GLP-1 as a permanent reset of the food market, and AI as the underlying shift changing how brands get found at all.
- Why GLP-1 is a tsunami rather than a wave — and why the exposed seabed is the signal, not the safety
- The Consumer-Patient™ five-stage framework, from anticipation through titration to post-GLP-1 recalibration — and why a product built for stage two gets rejected at stage five
- Spain in context: roughly 500,000 people using GLP-1 for weight loss, sales up 75% in 2025, and still no public reimbursement
- The underlying earthquake: with AI and AEO, your brand will not be searched for — it will be answered
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"GLP-1 handed the food industry a biology it did not solve on its own, and with it an obligation to meet the person on the other side of that prescription with something worthy of the moment. The question is not whether the wave reaches your markets. It is whether you meet it as a leader or a follower — and whether that gets chosen, or simply allowed to happen."
— From the Valencia presentation · Maha Tahiri, Ph.D. · CEO & Co-Founder, S2B Group
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