Weight Watchers slims down name – now it’s simply ‘WW’

WEIGHT Watchers has scrapped the word ‘weight’ from its name – and rebranded as WW – as its focus shifts away from slimming towards general wellbeing.

The name change will mark ‘the next stage of the company’s evolution’ as it becomes a more far-reaching ‘wellness brand’, it announced yesterday.

It is the first time the firm, which has helped millions lose weight through its points-based meal plans, has changed its name in its 55-year history.

Chief executive Mindy Grossman said the new name did not stand for either Weight Watchers or ‘Wellness that Works’, a phrase it has previously trademarked.

Explaining why it had dropped ‘weight’ from the name, she said: ‘If we’re going to present ourselves as a wellness brand for all, it’s about more than just weight.’

The move is believed to be part of the firm’s attempt to relaunch itself as a lifestyle tech brand to compete with the rise of fitness trackers and apps. Next Thursday it is launching an app it hopes users will check as often as Facebook or Twitter.