Weight Watchers has been in a slump for a while now, but the pioneering weight-loss brand may have found a fairy godmother to give its image an upgrade.
On Monday, the brand announced it was gaining a new member—Oprah—and that she wouldn’t just be checking into local meetings quietly (obviously). Winfrey purchased 10 percent of the company and joined its board of directors, causing the company’s stock to immediately soar, according to USA Today.
“Weight Watchers has given me the tools to begin to make the lasting shift that I and so many of us who are struggling with weight have longed for,” Winfrey said in a press release. “I believe in the program so much I decided to invest in the company and partner in its evolution.”
That evolution started a few years ago, as the brand started shifting the focus of the program from just shedding pounds to more overall holistic wellness (starting with ditching the calorie-is-a-calorie mindset), in an age when those interested in getting healthy are increasingly more interested in superfoods than scales. (It’s also getting more tech-savvy, as with its recent partnership with Fitbit.)
It’s too early to tell if Winfrey’s presence will help the company achieve that and in the process make it more relevant to Millennials, but guys, it is Oprah.—Lisa Elaine Held
For more information, visit www.weightwatchers.com
(Photo: PRNewsFoto/Weight Watchers International)