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Weight Watchers To Debut “Simple Start” 2-week Plan

Dec. 16, 2013.. According to a company press release:

"With weight loss being at the top of traditional resolution lists, we know that the first couple of weeks are very important to one's motivation and success. Focusing on a big weight loss goal at the start can feel overwhelming, but we believe the powerful combination of Simple Start and our supportive approach will bring added optimism to making losing weight and getting healthy a reality," said Cheryl Callan, Senior Vice President of Marketing, Weight Watchers.
For two weeks, members can choose from a suggested menu of no-brainer meals built from good-for-you foods without a focus on tracking PointsPlus® values.
Simple Start is built on a foundation of satisfying Power Foods, which are the healthiest and most filling food choices within categories, including whole grains, lean proteins, non-fat dairy and fresh fruits and vegetables.
All the work has been done in advance: more than 30 simple and delicious meal ideas for breakfast, lunch and dinner along with mix-and-match DIY options for endless creativity; daily snacks and indulgences; beverage suggestions; ideas for swaps and flavor boosts; tips for dining out; and even photos of recommended portion sizes.
Launching December 25, the Weight Watchers 2014 winter ad campaign introduces the new Simple Start plan and features Jessica Simpson.

Marketdata Commentary

Will this new plan be enough to bring new customers to Weight Watchers meetings, and get existing customers excited? We don't think so, but time will tell. It's possible that the company may have some other changes planned and will roll them out soon or during the prime diet season. But if this constitutes all the changes, it could be another rough year. Customers have been voicing their needs about wanting a more customized program and the drawbacks of overly "competitive" meetings for some time. Is anyone listening?

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