Weight Watchers becomes WW following 'body shaming' backlash

Weight Watchers has changed its name to WW following a social media backlash alleging the traditional title was guilty of “body shaming” and encouraged eating disorders.

The 55-year-old company said the rebranding reflected a shift in focus from weight loss to overall health and wellbeing.

However, its chief executive, Mindy Grossman, was unable to explain what WW now stands for, denying suggestions it denotes “Wellness that Works”.

The move follows an online campaign which started earlier this year after Weight Watchers offered free summer membership for teenagers.

The promotion sparked an outcry from various eating disorder groups and a surge in use of the hashtag #wakeupweightwatchers.

Ms Grossman said yesterday: “This is just a next step, a point of validation.

“Like any brand, we have to stay relevant.”

The rebranding comes with an updating of the company’s Fit points system to encourage subscribers not to focus on weight, but to aim for “healthy habits”.

WW has also modified its online forums to help members find like-minded subscribers.

Oprah Winfrey, who sits on the company’s board and owns more than an 8 per cent stake of the business, said: “The role WW can play in people’s lives goes far beyond a number on the scale.

“As Weight Watchers becomes WW, I believe we will continue to inspire people not only to eat well, but to move more, connect with others and continue to experience the joys of the healthy life.”

This year’s critical campaign against the use of “weight” was started by the British actress Jameela Jamil and encourages people to count other “measurements” such as their friends and family.

The iweigh Instagram account, born out of a different hashtag, now has 153,000 followers.

Ms Grossman said: “The paradox is that everyone is talking about wellness and nobody wants to use “diet” or “weight”, but we’re not getting healthier.

The change comes as the Government said it is considering imposing stricter regulations on the sale of laxatives amid concerns they could be abused by people suffering from eating disorders.

The Medicines and Healthcare products Regulatory Agency said it would examine controls such as age limits on purchasers and a possible ban on over-the-counter sales.

Evidence suggests that more than half of patients with eating disorders have misused.