Healthy food box launched by Weight Watchers

Weight Watchers has moved into the direct-to-consumer box market with the launch of a new series of healthy food boxes.

The weight loss specialist has partnered with fresh food delivery company Bearfaced Groceries to launch the WW Smart Kitchen food box, with it says simplifies healthy eating and guides people to make healthier food choices.

Weight Watchers pointed out that the move makes it the first weight-management brand to launch a weekly subscription-based healthy food box service, with the meal plan solution available to both members and non-members.

Each WW Smart Kitchen box includes a wide range of fresh foods and healthy ingredients from leading UK butchers and farmers, along with Weight Watchers recipe cards. Recipes have been developed by Weight Watchers and specialist chefs, with theSmartPoints values of all meals calculated by nutritionists to ensure that the service fits into Weight Watchers' programme.

The boxes are available in a variety of sizes and options,from a two-person to a four-person box, with an option of three days' or five days’ worth of recipes and produce. Prices range from £35 to £75.

Bearfaced Groceries’ buy-to-order model sees insulated temperature-controlled boxes delivered directly to the customer’s door on the day the ingredients arrive from the producer.

Mark Simmons, commercial director at Weight Watchers UK, said: “We are thrilled to be extending our product range with this exciting and innovative concept. Working with Bearfaced Groceries, we have access to some of the UK’s top butchers and farmers, enabling us to deliver the freshest, finest ingredients right to the customer’s door at a time that suits them.

“We have a role to play in tackling the obesity crisis, now more than ever before, and WW Smart Kitchen is the latest addition to our suite of products to help people make informed, healthy meal choices for the whole family.”