- Weight Watchers is re-branding itself as a wellness company
- CEO Mindy Grossman said most of the people joining the company are looking more to get healthy than achieve a certain dress size
- They will unveil their new branding in May
- Part of the pivot will include taking artificial sweeteners out of their food products and partnering with FreshRealm to create meal kits
After 55 years helping women trim down their dress size, Weight Watchers is re-branding itself as a ‘wellness’ company.
CEO Mindy Grossman announced on Tuesday plans to shift focus away from weight loss into helping customers achieve their unique health goals – such as lowering blood pressure and cholesterol.
Grossman said during an earnings call that most of the people coming to the company for help are looking for ‘something more than getting into a size 8,’ MarketWatch reports.
Weight Watchers is re-branding itself as a wellness company. Pictured above is Oprah, one of the company’s spokespeople
As part of this process, the company will be taking out artificial sweeteners from its food products
‘Today, healthy is the new skinny,’ she said.
The company plans to unveil its new branding in May. To help them with the process, the company hired their first chief brand officer, Gail Tifford, who comes from Unilever.
‘Our competition is the 90%-plus of people believing they can become healthy or lose weight on their own,’ Grossman said. ‘The world doesn’t need another diet. The world needs a leader in wellness and a brand that can bring wellness to everyone, not just a few.’
As part of the shift to wellness, the company will be taking artifiical sweeteners out of all its food products. They will also be partnering with FreshRealm to create meal kits.
‘To be clear, we are still committed to our state-of-the-art weight management approaches, but we believe we can do even more than that,’ said Grossman. ‘The brands of the future have purpose, bring meaning to people, and are integrated through technology into people’s lives.’