Weight Watchers putting its name on a diet

Weight Watchers is now known as WW

Forget watching your weight.

Weight Watchers is shedding more than pounds.

Oprah Winfrey, an investor in the company who has appeared in commercials promoting it, added that she believes the new impact could go "far beyond a number on the scale". "No matter what your goal is - to lose weight, eat healthier, move more, develop a positive mind-set, or all of the above - we will deliver science-based solutions that fit into people's lives", said Mindy Grossman, president and CEO of WW in a statement Monday. The company is now just WW, with an emphasis on an overall healthy lifestyle.

The re-brand came after years of shifting the company's focus from weight loss to overall health and wellness.

The company is getting rid of the name "Weight Watchers" in an effort to rebrand itself.

"Weight Watchers is evolving!" read the caption on Winfrey's video, which shows her enjoying what she calls the "perfect breakfast" of eggs, mushrooms and toast with jam.

"I think it's fabulous", she said.

"We're not just looking at what people are eating".

"We are becoming the world's partner in wellness".

WW plans to reach new markets in part through a redesigned new app to be released next month and a "WellnessWins" rewards program to encourage healthier living.

The move to WW includes an entirely new brand identity - from logo and colour palette to font and photography style - which will come to life across all brand touchpoints and member experiences leading with an all-new WW app experience.

A wellness journey that begins by thinking about health holistically can create changes that last longer than something anchored around a food pattern, Doerfler added. Its share price surged on the heels of the partnership and Oprah has since debuted in ad campaigns talking about her own weight loss - and her unflinching love of bread.

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