Novo Nordisk has launched the first GLP-1 weight-loss pill in the United States.
The once-daily Wegovy pill is priced significantly below injectable weight-loss drugs.
The drug received US regulatory approval shortly before Christmas.
Self-paying patients can access the starting dose for $149 per month.
Injectable GLP-1 treatments typically cost around $1,000 per month in the US.
Novo said the pill could appeal to patients seeking needle-free treatment options.
Shares in Novo Nordisk rose following the announcement despite strong competition.
Rival Eli Lilly is developing its own obesity pill.
The Wegovy pill is currently approved only in the US, with wider rollout pending.
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