Noom Inc., a startup that for years has touted a psychological path to weight loss, is now ready to add drugs to the equation.

After a pilot last year, the company is launching its Noom Med option that will include prescriptions for obesity drugs like Novo Nordisk A/S's Wegovy for about $120 a month. It's the latest weight-loss company to join the lifestyle-focused industry's push into using highly effective, costly GLP-1 obesity drugs to help customers slim down.

Noom is among a field of companies aiming to capitalize on the drugs that help people feel fuller and eat less with relatively few side effects. Patients who took the highest dose of Mounjaro, a diabetes drug from Eli Lilly & Co. that's in testing as an obesity treatment, lost an average of 50 pounds. Many one-time dieters see those results as far more reliable and easily obtained than from traditional habit-changing programs.