Take Shape For Life Continues Transition to Optavia

Photo: A selection of Optavia Fuelings.


Wellness company Take Shape For Life is launching a new product offering under the Optavia brand.

The direct selling division of weight-loss firm Medifast Inc. is in the midst of a year-long transition to Optavia, a lifestyle brand focused on optimal health. “Our goal is to continue to expand our products and programs to support the health and wellbeing goals of our Health Coaches and clients,” Mona Ameli Nader, President of Take Shape For Life, said of the company’s new identity.

The brand evolution continued last weekend at Take Shape For Life’s Go Global leadership conference, with the launch of Optavia Essentials. The Essentials are what the company calls “fuelings”—nutrient-dense meals, snacks and bars tailored to its weight-loss plans. The new offerings range from a Decadent Double Chocolate Brownie to Rustic Tomato Herb Penne. Each product is non-GMO, contains no artificial ingredients and includes a probiotic blend.

The four-day Go Global conference drew a record crowd of more than 1,000 top Health Coaches. In his first address to Take Shape For Life leaders, Medifast’s new CEO, Dan Chard, introduced the latest Optavia offerings and discussed plans to accelerate growth. “We will continue to focus on helping people achieve meaningful and sustainable change,” said Chard. “Over the next few years, we look forward to growing our Health Coach and leadership community by aligning around our repeatable business-building rhythm and transformation opportunity.”

After unveiling Optavia during its 2016 National Convention, the company plans to make the change official in July 2017, when Health Coaches gather in Dallas for this year’s National Convention. Additional products will launch in the months leading up to the event.

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