... and so does Weight Watchers
The new WW will focus on ‘Wellness that works.’
Weight Watchers International is seeking to ride the wellness wave by changing its brand name to WW and overhauling its products and services to focus more on healthy living than on pure weight loss.
Aiming to capitalize on the momentum from Oprah Winfrey’s embrace of the company and a boom in membership, Weight Watchers said the rebranding initiative would roll out in stages. It includes:
❚ A new logo, color palette, corporate images and slogan: “Wellness that works.”
❚ A new program launching Oct. 4 called Wellness-Wins to reward members for tracking their meals, physical activity, weight and workshop attendance. These actions qualify for “wins” that can be translated into “exclusive products, services and experiences designed to inspire members on their wellness journeys,” the company said.
❚ An “evolution” of the company’s FitPoints to personalize the activity tracking system for each member based on their size, age and sex. The new system also will reward “high intensity and strength training” more than before in an acknowledgment that “100 calories burned walking is not the same as 100 calories burned lifting weights or running,” WW said.
❚ Eliminating all artificial ingredients in its products, including artificial flavors, colors and preservatives.
Winfrey, whose decision to invest in Weight Watchers and join the company’s board has helped lead to a boom in membership and the stock price, is backing the shift.
“From the moment I chose to invest in the company and join the Board, I have believed that the role WW can play in people’s lives goes far beyond a number on the scale,” Winfrey said in a statement. “As Weight Watchers becomes WW, I believe we will continue to inspire people not only to eat well, but to move more, connect with others and continue to experience the joys of a healthy life.”