The company is also ditching before-and-after photos of its members, cutting artificial ingredients from its food products, and offering mental health services.

By Sophia Melissa Caraballo
September 25, 2018
Photo: WW

Weight Watchers has long been known as a surefire way to drop pounds. Between the emphasis on whole foods, accountability, and easy tracking, it's easy to see why it's been ranked as the best weight-loss diet for several years now. (And research supports its effectiveness.)

Now, however, the brand has decided it's time for a change: Weight Watchers just launched a huge rebranding effort that even includes changing its name to WW. Why? They want the program to focus more on overall wellness rather than just losing weight.

"The name WW reflects that we're becoming the world's partner in wellness," says the company's website. "We will always be the global leader in weight loss, but now WW welcomes anyone who wants to build healthy habits-whether that means eating better, moving more, developing a positive mindset, focusing on weight...or all of the above!"

The rebrand includes superficial changes-such as a new logo, color palette, images, and slogan, which is now "wellness that works"-but also makes some major changes to its core program. Members will continue to count points (like the Weight Watchers of the past), but the new WellnessWins program also rewards members for building other healthy habits, including logging workouts, meals, weight, and workshop attendance. (You can even score rewards for each "win" in the form of products, services, and experiences that inspire members to continue in their journey toward wellness.) The FitPoints activity tracking system (WW's way of earning points by working out) is now more personalized than ever, basing their data on the member's size, age, and sex. With this new system, those who engage in HIIT and strength workouts will be rewarded even more (because when it comes to HIIT workouts, less is more).

That's not all: WW is also eliminating all artificial ingredients from its branded food products, including artificial flavors, colors, and preservatives, in the name of making healthier food options accessible to everyone. WW isn't just sticking to nutrition and exercise-it's tapping into members' mental health too: The company announced an upcoming partnership with Headspace, which will provide custom content focused on behavior change to help their members crush their wellness goals. (Related: Headspace Just Launched a Meditation Series Dedicated to Mindful Eating)

Here's the kicker, though: WW's advertisements will no longer have before-and-after pictures of their members. The brand says they no longer want to focus on a beginning and an end of a member's journey, but rather to inspire healthy habits for life. (ICYMI, there are a lot of people speaking out about these types of photos, including Kayla Itsines and Iskra Lawrence.)

This rebrand parallels a lot of other changes happening in the wellness sphere that look at health more holistically-and as much more than a number on a scale. Just a few examples: The most popular diets for this year aren't all about weight loss, the body-positive movement is continuing to prove that healthy comes in many shapes and sizes, and weight-loss experts everywhere are encouraging people to tune into non-scale victories as a progress measure instead of weight.

Kudos to Weight Watchers for keeping up-and welcome, WW.