Nutrisystem’s core weight loss business was declining, and, it knew the time was ripe to expand into the digital space. Our brief was this: Work together to develop and launch a category-disrupting product that would attract a new emerging customer, creating a profitable future for the company.
We identified the opportunities to do something different in the diet industry, including pricing, distribution and product features. We then developed the product, brand, business case and launch strategy, establishing an ‘internal startup’ that was ready to take the product to market. The result was NuMi, a digital system that is based on five simple principles and that syncs seamlessly between computer and smartphone app.
Numi was launched in Q2 of 2014 with the goal of becoming a $20m business in its first year. It has already contributed to the turnaround of Nutrisystem. In fact, the end result has been so successful that ideas from NuMi have been fed back into the core business. A new beginning with a happy ending.