Wellful to Resurrect Jenny Craig as DTC Brand

Jenny Craig meals

Wellful has purchased the well-known weight loss brand Jenny Craig and plans to resume its operations this fall, using a DTC delivery model and the personalized coaching the brand is known for. Although Wellful also owns the Nutrisystem brand, Jenny Craig will be managed separately as an independent brand. Neither financial details of the purchase nor a more specific go-live date for the brand’s return were disclosed.

Jenny Craig had filed for Chapter 7 bankruptcy protection in May 2023. The company, founded in 1983 and most recently backed by H.I.G. Capital, had struggled with an expensive operating model that included nearly 500 brick-and-mortar locations in the U.S. and Canada and approximately 600 stores worldwide, as well as operating a meal delivery service.

“The Jenny Craig brand is a wonderful addition to Wellful’s collection of proven health and wellness brands,” said Brandon Adcock, CEO of Wellful in a statement. “Over the last 40 years, Jenny Craig has been committed to helping people lose weight and live healthier lives, and this acquisition not only reaffirms, but strengthens, that commitment. Consumers come to us to achieve their goals and they expect results. We couldn’t be more excited to bring that same experience to past and future Jenny Craig customers.”