The new “ProPoints” system will be introduced on 7 November with an advertising campaign breaking on the 26 December to take advantage of consumers that feel they have overindulged during the festive season.
A direct marketing campaign targeting existing members has already launched and a multimedia campaign will run throughout 2011 to communicate the benefits of the new ProPoints system to existing and prospective members.
TV and press ads will be developed by McCann Erickson and OMD will handle media planning and buying.
WeightWatchers claims to be the first commercial company to take the “latest science” and create an “innovative, accurate and effective weight loss programme”.
Its new ProPoints plan takes into account protein, carbohydrates, fat and fibre rather than just calories and saturated fats, to create a diet plan that lets people “make satisfying, healthier choices”.
The new daily minimum ProPoints allowance is 29, compared to 18 on the old WeightWatchers Points system. The programme also allows an additional 49 weekly points which its says allows “flexibility” for occasional indulgence and treats.
WeightWatchers is the leading weight loss programme and has 2 million members in the UK.
Nestlé introduced Jenny Craig, its telephone-based weight loss programme, into the UK earlier this year.