Jenny Craig works by offering consultations over the phone and preparing nutritional plans for dieters. It then creates tailor-made meals, which it delivers direct to clients.
The brand, founded in Australia, will be led by Jonathan Walsh, previously Nestlé’s corporate marketing and communications director, as predicted by Marketing Week last year. Weight control food sales in the UK totalled £1.4bn last year, says Mintel.
The company has been soft-launched in the UK in the past few months with a focus in the Midlands. A freephone helpline is set up for weekly consultations and Nestlé has set up a UK factory to produce the meals. Programme directors have also been recruited to monitor dieters’ progress.
It is unclear if any UK brand ambassadors have been signed up to back the programme, which is available in the US, Canada, Australia, Puerto Rico and New Zealand. Brand ambassadors there include Seinfeld’s Jason Alexander and actresses Queen Latifah.
Jenny Craig will compete head-on with WeightWatchers, which recently won a restraining order that stops Jenny Craig from advertising claims of superiority over its rival.