Weight Watchers Ready Meal Bolognese Al Forno

WeightWatchers has refreshed the packaging across its 170 SKUs, switching from a ‘diet mindset to embracing a healthier lifestyle’.

The new ‘modern, fresh look and feel’ is set to be rolled out gradually across the brand’s portfolio, which covers 30 categories, and will be fully available by January 2017.

The move comes after the brand shook up its strategy last December, introducing a new points system that it called “the biggest innovation in WeightWatchers’ 50-year history”. The new SmartPoints, which replaced PointsPlus, will feature on the revamped packaging. Several chilled ready meals have been reformulated to score lower in the system.

Three new products have been launched to coincide with the brand refresh. Two limited-edition chilled prepared meals will be available: Moroccan Chicken & Aromatic Rice and Vietnamese Curry & Sticky Rice (rsp: £2.59/380g), as well as a permanent addition to the bread range: High Protein Seeded Wraps with added British Quinoa (rsp: £1.25/300g).

WeightWatchers hopes to attract new consumers with the refresh, targeting those who are looking to make “healthier, smarter choices”.

“There’s no getting away from the obesity epidemic that is sweeping the nation, with the disease overtaking smoking as the leading cause of preventable death,” said Mark Simmons, WeightWatchers commercial director. “Healthy eating is increasingly on consumers’ agendas.”

He added: “The SmartPoints value and nutritional information on pack nudge people to make healthier choices, and the fresh look and feel is modern and eye-catching with delicious food photography, making people feel good about the food choices they make.”

WeightWatchers has experienced a difficult year, falling from 33 to 66 in The Grocer’s biggest brands 2016 with a 19.7% drop in sales. In June, the brand’s SKUs were cut by 32% in Asda stores as part of the retailer’s Project Renewal.