An animated character called Poppy is the face of a new WeightWatchers branded food range, which makes its TV debut as a generic brand this week.

The £5m advertising push comes as retailer brands move away from low-fat own label offerings, according to Jennie Dettmer, UK licensing marketing manager for WeightWatchers.

"Retailers recognise the strength of the brand in meeting diet needs, and have seen the benefits of allowing their own-label healthy eating ranges to evolve."

The TV ads feature key lines including chilled ready meals and cookies and carry the strapline "Top up your Gorgeousness".

The TV campaign forms part of an £18m spend across the brand, which includes ads in women's press and posters. The WeightWatchers brand, excluding frozen products under the WeightWatchers from Heinz umbrella, rose 12.1% year-on-year to £148m, according to TNS 52 w/e to 3 December, 2006.