With the subscription market continuing to expand at a rapid rate and visits to US subscription box websites up by almost 3,000% since 2013 to reach 21.4m visits in 2016, according to HitWise this latest venture offers the ultimate experience for those looking to lose weight.
The Weight Watchers Smart Kitchen kit delivers fresh food to a subscriber’s door, developed in partnership with Barefaced Groceries this is music to the ears of Weight Watchers fans. With recipes especially designed to fit in with the Weight Watchers programme.
The WW Smart Kitchen boxes include all of the ingredients and recipe cards needed to make Weight Watchers approved meals at home. The produce on offer is a far cry from the powdered milkshakes with which the brand was once associated. It also marks the first time that a UK-based weight control brand has ventured into the subscription-based home-delivery market.
The fresh produce is sourced from butchers and farmers by Manchester based start-up Bearfaced Groceries, and the boxes are available to both Weight Watchers and non-Weight Watchers members. The recipes have been developed by the brand in conjunction with specialist chefs, and the SmartPoints value of each meal has been calculated by nutritionists.
Some 27% of adults in England are obese and a further 36% are overweight, according to a report released at the beginning of this year for the House of Commons.
‘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,’ Mark Simmons, commercial director at Weight Watchers UK, told FruitNet.