In the age of the anti-diet, the weight-loss business has needed to discover distinctive methods to rebrand for the wellness era. For the long-time food plan business big previously often known as Weight Watchers, that rebranding concerned dropping the phrase “weight” from their identify (the model officially relaunched as WW in September), and, apparently, increasing into the youngsters’s market.
The firm rolled out their new weight-loss app designed particularly for youngsters Tuesday, Time reported. Called Kurbo by WW, the free app is focused at youngsters and teenagers between ages of eight and 17. The new app follows the corporate’s equally controversial decision to supply free providers to adolescents between 13 and 17 beginning final yr, which critics and consuming dysfunction specialists argued might put teenagers at an elevated danger of creating disordered consuming and different unhealthy behaviors.
Apparently unperturbed by the criticism, WW has since expanded into a good youthful market with the Kurbo app, which the model first acquired in 2018 earlier than spending a yr redeveloping. The newly launched app reportedly makes use of a Stanford University-developed “traffic-light” system to trace food, whereby inexperienced meals are these that may be eaten freely, yellow meals are okay sparsely and pink meals ought to make youngsters “stop and think.” The app additionally consists of a variety of Gen-Z pleasant options designed to lure within the subsequent era of dieters, together with a Snapchat-inspired interface and a multi-day “streak” perform to encourage common use.
While it might sound alarming and irresponsible for a model to market weight loss providers to youngsters, apps like Kurbo may very well profit the youthful customers it targets. According to Time, the latest government data suggests virtually 38 % of adolescents between 16 and 19 stated that they had tried to lose weight within the final yr, and almost 20 % of youngsters and teenagers between the ages of two and 19 qualify as overweight, which means a weight-loss program particularly designed for youngsters might truly present a much-needed useful resource for younger individuals trying to make modifications to their food plan.
“If we are going to change health trajectories, we have to educate, inspire and support at an earlier point in time,” stated WW CEO Mindy Grossman.
However, as Time famous, some studies have steered that early weight loss efforts can truly compound consuming and physique picture points for younger individuals, and will set up unhealthy or in any other case disordered consuming and weight-reduction plan habits in youngsters which will carry into maturity.
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