Makers of the popular obesity treatments Wegovy and Zepbound are cutting prices for people without insurance. Danish drugmaker Novo Nordisk said Wednesday that it will drop prices 23% for all doses of Wegovy. The new monthly price of $499, down from $650, takes effect immediately.

Novo Nordisk said it will offer all doses of Wegovy for $499 a month to patients paying cash, a bid to reach consumers who can’t get the blockbuster drug through insurance.

Novo Nordisk will slash the price of its blockbuster weight-loss drug Wegovy for cash-paying patients, after American rival Eli Lilly discounted some of its Zepbound injections last week. The Danish drugmaker will sell Wegovy directly to patients through its own online pharmacy.