The appointment comes as Australian weight loss programme Jenny Craig begins a marketing push in the UK. Both are competing against the long-established WeightWatchers programme.
Middleton, who has run his own consultancy for five years and wrote the book How To Build a Brand In 30 Days, is tasked with strengthening All About W8 and positioning it as the market leader for healthy, fast and effective weight loss.
Middleton says: “All About W8 is on course to be one of the most successful companies of its kind and my role is to ensure the brand communicates its key messages effectively, to enable it to reach its enormous potential.”
All About W8 is a weight loss programme that includes nutritionally balanced Mealpaks, combined with low GI, low carbohydrate healthy food selection lists.