Weight Watchers rebranded as ‘WW’ after online criticism

♦ Weight Watchers has changed its name to WW following a social media backlash alleging the traditional title was guilty of “body shaming” and encouraged eating disorders.

The 55-year-old company said the rebranding reflected a shift in focus from weight loss to overall health and well-being.

However, its chief executive, Mindy Grossman, was unable to explain what WW now stands for, denying suggestions it denotes “Wellness that Works”.

The move follows an online campaign which started earlier this year after Weight Watchers offered free summer membership for teenagers.

The promotion sparked an outcry from various eating disorder groups and a surge in use of the hashtag #wakeupweightwatchers.

Ms Grossman said yesterday: “This is just a next step; a point of validation. Like any brand, we have to stay relevant.”