Why Weight Watchers Is Changing Its Name

Weight Watchers has been emphasising well being over weight for some time

Weight Watchers Weight Watchers has been emphasising well being over weight for some time

The company is getting rid of the name "Weight Watchers" in an effort to rebrand itself.

WW is not just a name change but represents a whole new brand identity, down to a new logo, color palette and font, the company announced. However, not all are convinced that "WW" is a victor.

"Everyone is talking about wellness and to a degree people don't want to use the word "diet" because they think it's a more short-term, punitive kind of issue, and that's not what we are", said Mindy Grossman, WW's president and chief executive.

"For the longest time we've noticed that consumers don't like being on a diet, so any notion that you're doing something restrictive just feels like something that's not sustainable", observes NPD Group analyst Darren Seifer.

The name change comes during a strong run for the 55-year-old company. WW had 4.5 million subscribers at the end of June, a 28 per cent increase from the same period a year before.

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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". Its share price surged on the heels of the partnership and Oprah has since debuted in ad campaigns talking about her own weight loss - and her unflinching love of bread.

New weight loss programs also will be available through the voice-controlled personal assistants offered by Amazon, Google and Apple.

Diet company Weight Watchers has made a decision to change it's moniker - but you will be pleased to know that it's nothing too radical!

WW plans to reach new markets in part through a redesigned new app to be released next month and a "WellnessWins" rewards program to encourage healthier living.

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