WeightWatchers is gearing up to launch a new diet plan in a bid to revive the brand’s fortunes.
Due to launch on 1 January, Simple Start will be marketed as WeightWatchers’ simplest-ever weight loss programme.
Unlike its ProPoints plan, there are no points to count. Dieters are free to eat as much as they like from a limited range of 200 “filling and healthy” foods. They can also have two treats a day from outside the list.
WeightWatchers is hoping the simplicity of the programme will attract new people to the brand.
In the face of competition from a growing number of rival plans, such as the increasingly popular 5:2 diet, WeightWatchers has struggled recently.
In its latest quarterly results, WeightWatchers said attendance at UK meetings had fallen 22.7% to 1.7 million in the three months to 28 September and UK meeting revenues had dropped 19.7% to $78.7m.
“Given the simplicity and real food credentials of Simple Start - all underpinned by our science and efficiency - we’re confident that WeightWatchers will be the programme of choice for consumers in January,” said Chris Stirk, WeightWatchers marketing and commercial director.
Simple Start is designed as an entry-level plan. Once members have started to see results, but want to go out for a meal or have a few glasses of wine, WeightWatchers will encourage them on to the ProPoints plan, which offers more flexibility.
To support the launch of Simple Start, WeightWatchers has worked with Saatchi & Saatchi on TV ads that will highlight the “emotional wins” from weight loss for dieters.
It is also planning a major programme of product launches and plans to spend £28m on marketing in 2014.
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