Weight Watchers slims down name in ‘wellness’ rebrand
Weight-loss company Weight Watchers has announced it will slim down its branding, changing its name to simply WW in an effort to reflect a focus on “overall health and wellness”.
Adopting a new tagline, “Wellness that Works”, the US company – which has seen its share price surge since media personality Oprah Winfrey took a 10 per cent stake in 2015 – will emphasise its digital products, and prioritise activity and fitness more.
“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,” Winfrey said.
Asked by the BBC what the company’s new title meant, chief executive Mindy Grossman said it did not stand for Weight Watchers or “Wellness that Works”, describing it as simply a “marque”.
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“We are committed to always being the best weight management program on the planet, but now we’re putting our decades of knowledge and expertise in behavioural science to work for an even-greater mission,” said Grossman.
The company has traditionally placed a focus on weight loss during its 55-year history, but has been placed under pressure to change by growing calls on social media for it to place a focus on fitness and health, rather than simply body appearance – with eating disorder groups and actress Jameela Jamil among those to have criticised its approach.
Its rebranding to WW including updating its FitPoints system, which encourages people to take healthy activity choices. It will also improve the integration of technologies such as Amazon Alexa and Google Assistant in its offering, and offer more community-focused app features.
The updated branding will begin to roll out in December, with product changes expected in the new year.