How Ozzi’s Crave Crusher Positions Itself in the Global GLP-1 Boom
A plant-based functional beverage designed to help consumers manage evening cravings that’s pitted to be a natural alternative to Ozempic and similar drugs.
16 September 2025
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A plant-based functional beverage to reduce appetite and cut evening cravings | Photo credit: Hey Ozzi LLC
A plant-based functional beverage to reduce appetite and cut evening cravings | Photo: Hey Ozzi LLC
Texas-based wellness start-up Ozzi has launched Crave Crusher, a plant-based functional beverage designed to help consumers manage evening cravings and stress-related snacking. Priced at US $60 for a 20-stick pack, the powdered drink is available in watermelon, lychee, and grape flavours and positions itself as a natural alternative to GLP-1
weight-loss drugs such as Ozempic and Wegovy.
Unlike pharmaceutical solutions, Crave Crusher relies on a combination of plant-derived ingredients and functional compounds. Its caffeine-free formulation is intended for consumption around 8 PM making it suitable for consumers seeking appetite support without disrupting sleep.
The ingredients are a blend of well-studied ingredients known for their role in appetite regulation and metabolic support | Photo credit: Hey Ozzi LLC
The ingredients are a blend of well-studied ingredients known for their role in appetite regulation and metabolic support | Photo: Hey Ozzi LLC
A Functional Wellness Formula
The formula combines a blend of well-studied ingredients known for their role in appetite regulation and metabolic support. At its core is 500 mg of konjac root, a natural fibre that expands in the stomach to create a sense of fullness. It’s paired with 8 g of allulose, a low-calorie sweetener believed to stimulate endogenous GLP-1 production while keeping sugar levels low. African mango extract is included for its traditional links to improved metabolism and fat reduction, while Chromax (chromium picolinate) helps balance blood sugar and protect lean muscle mass. Completing the mix is BioMend (l-lysine butyrate), designed to enhance GLP-1 release and strengthen the body’s natural fullness signals, making the formulation a comprehensive approach to appetite control.
Founder Brandon Kuipers created the product from personal experience, developing a solution for evening snacking without relying on prescription drugs – which have now become all the rage. Small-batch production and customer testing informed the final formula, with Ozzi positioning Crave Crusher as part of a broader ‘habit-building’ evening routine.
Photo credit: Hey Ozzi LLC
Photo credit: Hey Ozzi LLC
Appetite Suppression: A Market in Flux
Ozzi’s launch comes at a critical moment for the global wellness and functional food & beverage industry, which is being reshaped by the explosive demand for GLP-1 receptor agonist medications.3
- The global GLP-1 drug market is projected to grow from USD 54.5 billion in 2024 to USD 324.5 billion by 2035, a CAGR of 17.3%.
- Semaglutide-based products like Ozempic generated USD 18.3 billion in 2024, with revenues forecast to reach USD 46 billion by 2030.
- Analysts estimate the global weight-loss drug market could exceed USD 150 billion by the early 2030s. [Source: Reuters]
The popularity of GLP-1 medications has created ripple effects across multiple industries, including F&B, supplements, apparel, and hospitality. With fewer consumers dining out and smaller portion sizes influencing menu design, businesses are already adapting to changing consumption habits.
Within this context, a parallel market is emerging for GLP-1 support products—supplements and functional beverages that aim to work with the body’s appetite-regulating pathways, but without pharmaceuticals. According to EIN Presswire, the GLP-1 nutritional-support segment is expected to grow from USD 4.1 billion in 2025 to USD 13 billion by 2035, highlighting demand for non-prescription alternatives.
The global weight loss drug market has seen tremendous growth and has created ripple effects across multiple industries | Photo credit: Freepik
The global weight loss drug market has seen tremendous growth and has created ripple effects across multiple industries | Photo credit: Freepik
Where Do Wellness Alternatives Like Crave Crusher Fit?
Positioned between mainstream supplements and high-potency pharmaceuticals, Crave Crusher targets a growing demographic: consumers seeking gentler, habit-friendly appetite control. Its plant-based formula and stick-pack convenience reflect broader functional F&B trends, and as Consumer preference is shifting toward multi-benefit product, such as those supporting satiety, metabolic health, and emotional wellness simultaneously. Ozzi also taps into a growing desire for natural, plant-driven alternatives amid rising concerns around long-term drug reliance and accessibility barriers to GLP-1 medications.
In spite of the way it is being marketed, Crave Crusher doesn’t compete directly with prescription GLP-1 drugs on efficacy. Instead, it offers a lower-cost, non-pharmaceutical option for consumers looking to manage cravings without stimulants, prescriptions, or dramatic lifestyle changes.
Photo credit: Hey Ozzi LLC
Photo credit: Hey Ozzi LLC
As the wellness and F&B industries recalibrate around the ‘Ozempic effect,’ products like Crave Crusher— which combine recognizable ingredients, simple delivery formats, and behavioural alignment— are positioned to capture attention in an expanding functional beverage market.
Photo credit: Hey Ozzi LLC
Photo credit: Hey Ozzi LLC
Author: Priyanka C. Agarwal
Priyanka is a writer, editor and storyteller. Her words have appeared on the print and online pages of The South China Morning Post, SilverKris, Her World, The Michelin Guide, Time Out, and more. She has also created custom content for leading brands like Sentosa, Mediacorp Special Projects, Asia’s 50 Best, IKEA, and Meat and Livestock Australia.
Her expertise includes food and drink, wellness, luxury and travel.