Celsius Faces Fat-Burn Lawsuit, ZOE Enters Snack Aisle

Celsius is in court over fat-burning language and ZOE is moving from app to snack shelf — two stories that redefine how far health brands can push their claims in 2025. In this episode: A new clinical trial found that a daily fiber supplement significantly reduced knee osteoarthritis pain and improved muscle strength, opening a credible gut-joint health positioning angle for supplement brands. Celsius Holdings is facing a proposed class action lawsuit alleging its 'burns body fat' marketing misleads consumers, while the company says it stands firmly behind its claims and supporting clinical studies. ZOE, the UK-founded personalised nutrition platform, has launched fiber bars into the physical snack aisle, marking a major strategic pivot from digital subscriptions and testing kits into consumer packaged goods. As a growing wave of consumers discontinues GLP-1 weight loss medications, grocers and wellness brands are beginning to identify the post-GLP-1 shopper as a high-intent segment with strong demand for protein, fiber, and appetite-support products. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily