Weight Watchers has been bucking the tide in the weight-loss business during the year since introducing a huge wrinkle in its long-used diet-evaluation system, called Points Plus. And now, the company wants to apply its new success formula to male dieters.

Even though January is the seasonal high tide for Weight Watchers, Jenny (Craig), Nutrisystem and other dieting brands, overall the weight-loss business has been getting leaner these days. Recessionary times and consumers taking a dollar-saving, individualized approach to weight loss have been largely to blame for a lagging industry performance that gained only 2 percent last year compared with a traditional 6-percent year-on-year improvement.

That's one big reason Nutrisystem has increased its focus on men.Continue reading...

It's almost the time of year again for weight-loss brands to make hay while the sun shines. And Jenny Craig is stepping up in a big way.

The leading diet brand is overhauling its approach for the post-holidays weight-loss season, adopting a new, more holistic positioning that goes beyond simple dieting. The brand has begun a relationship with the American Heart Association, supporting local efforts and reaching out to moms over their concerns about childhood obesity.

Jenny Craig has dropped its surname, to go with just "Jenny," and has recruited a slimmed-down Mariah Carey to serve as Jenny's brand icon and celebrity spokesperson.

"'Jenny' has a greater vision," CEO Dana Fiser told brandchannel. "We can do good work. Overweight is, of course, a huge part of the population. And we're concerned about children. We really think with this new brand platform and the American Heart Association that we can help modify behaviors with mothers and also influence the behaviors of children."Continue reading...