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The company believes the category could grow dramatically.
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That’s no small matter: Products with those ingredients represent 70% of its sales in a category that includes products like bars, snacks, and cookbooks and generated 13% of WW’s sales last fiscal year. WW CEO Mindy Grossman tells Fortune that the branding and strategy change was necessary to keep the company primed to win more of the booming health and wellness market and positioned to hit its target, announced in February, of hitting $2 billion in revenue by 2020, up from $1.3 billion last year. The WW brand also nods to the company’s new tagline, “Wellness that works.” (The company is seeing especially fast growth coming from online subscribers.)ĭropping its well-known Weigh Watchers name presents some risk for the company, though it has telegraphed its intentions for several years by using a WW logo in its mobile app and for its WW Freestyle weight-loss program launched late last year, which adds many so-called zero-point foods, points being a proxy to calories. That total figure includes 1.6 million people who attend its meetings, as of last quarter. The new identity sets the stage for WW to sell more services and products to its membership, which numbers 4.5 million people-1 million more than a year earlier, though slightly below the record number earlier this year.