Take Shape For Life to Take on New Name in Brand Evolution
July 29, 2016 Leave a comment
Photo: Optavia Chia Berry Bliss Smoothie.
Take Shape For Life, the direct selling division of weight-loss firm Medifast Inc., introduced a new name and strategic vision to company Health Coaches during its recent National Convention.
The annual event took place in Austin, Texas, over the weekend, with more than 3,400 Health Coaches in attendance. From the stage, TSFL leaders unveiled a collection of new products under the Optavia brand, which it will adopt company-wide over the course of the next year.
“The announcement of Optavia marks a significant evolution in Take Shape For Life, putting it in prime position in the health and wellness market and the direct selling industry for growth and global expansion,” said Michael MacDonald, Chairman and CEO of Medifast.
The new name, meaning “optimal way” in Latin, is part of a wider effort to reposition the weight-loss company as a lifestyle company focused on optimal wellbeing. Since launching in 2003 as the direct selling arm of Medifast, TSFL has become the company’s largest segment, with revenue of $202 million in 2015. The parent company’s weight-loss plans and products also are sold through the web and national call centers, Medifast Weight Control Centers and a national network of physicians.
Under the Optavia brand, the company will operate as its own entity, offering exclusive products. “For the first time in the company’s history, we have created and built a fully exclusive offering that is only available to our family of Health Coaches and Clients,” said Mona Ameli, President of TSFL.
The company plans to add more health products, called Fuelings, to the Optavia line and upgrade its existing meals, snacks and bars to the new standard. The entire company is set to adopt the new branding and name by National Convention in July 2017.
For more in-depth coverage of Take Shape For Life’s brand transition to Optavia and new product roll-out, look for our August issue of Direct Selling News online and in print next week.