Weight Watchers is ploughing £2m into a campaign to help broaden the appeal of its food products. The Eat Gorgeous, Feel Gorgeous print and poster campaign will focus on the quality of the ingredients, as well as the look and taste of the range to try to debunk the idea that low-calorie food doesn’t taste as good as its standard equivalent.

“Weight Watchers is most famous for its meetings aimed at serious dieters,” said marketing manager Jennie Dettmer, “and this drives the perception that our products lack real food credentials and focus on diet first and taste as an afterthought. This new campaign will attract consumers to Weight Watchers foods by encouraging them to reappraise the brand.”

Seven of the ads focus on specific products, such as bacon, rice pudding and cottage pie, while another two highlight the breadth of the range.