Weight Watchers has today launched its first UK cafe in London where consumers are required to use social media as currency.
The Feel Good Cafe aims to champion "choice, flavour and real food" and is offering all foods free of charge in exchange for visitors spreading the feel-good message via social media.
The concept has been launched on the back of new research commissioned by Weight Watchers Foods, which revealed the extent of the confusion around dieting, with over half of UK women (52 per cent) unsure where to begin when contemplating weight loss and only one in ten (8 per cent) feeling confident when it comes to making healthier food choices.
The cafe will be open 16 to 23 May with the potential to spread nationwide in the future.
Matt Davis, head of licensing, Weight Watchers UK said: "Our research reveals that people want to control their weight while still feeling satisfied, and without compromising on flavour and satisfaction. We’re launching Weight Watchers Feel Good Café to demonstrate that this can be done and to empower people to feel good about the food that they love to eat.
“The Feel Good Café is the perfect way to showcase our confidence in our Weight Watchers Foods product range and our pride in our expertise and our heritage.”
The cafe will serve a range of breakfasts, lunches and dinners in a restaurant format using a selection of the 250 strong range of Weight Watchers branded supermarket foods.