Weight Watchers putting its name on a diet

Weight Watchers is changing its name to WW in an effort to ditch dieting as the company takes a holistic approach to wellness.

“We are becoming the world’s partner in wellness. 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 sciencebased solutions that fit into people’s lives,” said Mindy Grossman, president and CEO of WW in a statement Monday.

The re-brand came after years of shifting the company’s focus from weight loss to overall health and wellness. However, WW will still be committed to weight loss management, but also plans to attract members who just want to live healthier. Now, there will not be a required weight loss goal to be able to join WW, as there was in the past.

WW will be launching a new, updated app Oct. 4 and is rolling out new programs like WellnessWins that rewards members for healthy behavior. Members can then redeem the rewards for products and services. Another new program, Connect Groups, aims to strengthen the WW community by uniting members based on their age group, hobbies or dietary habits.

WW is also teaming up with Headspace, a company that teaches meditation through an app to provide custom meditation to members. A new FitPoints system will suggest workouts and activities to members based on their age, sex, height and weight to optimize their fitness plan.

For members who regularly buy WW products, every item sold to customers by WW will now have no artificial sweeteners, flavors, colors or preservatives. Members can also expect to see a new look and logo in December, which is when WW will be rolling out an ad campaign.

The new features of the revamped WW will not increase the price of membership. The new tagline for WW is “Wellness that Works.” The company has helped members manage weight loss by assigning point totals to food and organizing meetings since it was founded in 1963.

Oprah Winfrey, a longtime investor and WW member 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.”