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.