The WeightWatchers branded food range is poised to make its TV debut as a generic brand in the new year to coincide with the peak healthy eating season.

Details of the campaign are yet to be finalised, but the company is said to be putting a substantial sum behind the push. The entire WeightWatchers food range - excluding the products available under the Heinz umbrella - is set to benefit from the activity.

The weight management organisation is also targeting dieters with the launch of three savoury snacks, including, lightly salted mini hoops, salt & vinegar mini hoops and cheese puffs. Available from January, the newcomers will benefit from an on-pack promotion and will form part of producer Anytime Food & Drink 's Weight Watchers snack portfolio. The WeightWatchers menu, excluding Heinz, generated UK sales of £141m in the past year, up 6.3% on the previous year, according to TNS data.