Weight Watchers rebrands to encompass broader health goals

The iconic dieting company is shifting its focus from weight loss to overall wellness with a new name and logo, along with revamped messaging. Will the changes attract new customers?

Ragan Insider Premium Content
Ragan Insider Content

Weight Watchers is dropping more than pounds with a new, slimmer name.

The brand is adopting the title “WW” to broadcast a new emphasis on overall wellness with a revamped menu and other offerings to compete in the crowded wellness sector. The company hopes to take advantage of consumer interest in health technology like fitness trackers and mobile apps—as well as its traditional meal plans.

The Guardian reported:

Weight Watchers will from next month ditch its name and rebrand as “WW” as it takes on competition from fitness trackers and phone apps and attempts to remould itself as a lifestyle tech brand.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.