Fitt Insider Oura's New Apple Hire, Thorne's Sale Process, UPF Backlash
Mar 19, 2026
Coverage of new leadership moves as a wearables company brings in senior Apple hardware talent. A major supplement brand may be shopped for a multibillion-dollar sale after a recent buyout. Polling shows overwhelming public belief that ultra-processed foods are engineered to be addictive, sparking talk of tighter labeling and regulation.
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Public Sees Ultra-Processed Foods As Engineered Addictions
- Americans increasingly view ultra-processed foods as engineered to be addictive rather than a personal willpower issue.
- Lifesum found 92% believe these foods are engineered to be hard to stop eating, and 49% back tobacco-style regulation.
Thorne Sale Signals Premium Valuations For Science Brands
- Thorne's reported sale price implies premium health brands are being valued beyond traditional supplement multiples.
- L Catterton bought Thorne for ~$680M in 2023 and Axios says it may seek up to $4B now, signaling buyer appetite for science-forward brands.
Oura Hiring Pattern Shows Platform Ambition
- Oura is hiring senior Apple hardware and health talent to build beyond a single ring into a broader hardware-health platform.
- The company hired Brian Lynch from Apple plus earlier hires like Ricky Bloomfield and Miklu Silvanto, showing ecosystem ambition.