Weight loss firm Jenny Craig is set to be resurrected as an online business, just two months after it filed for bankruptcy, Daily Mail reported. The firm, which was founded in 1983, has been snapped up by fellow wellness brand Wellful and will continue as a direct-to-consumer delivery business later this year. Jenny Craig was famed around the world for its personalized weight loss centers and ready-made meal plans which promised to help clients shed pounds. But, after four decades in business, it found itself struggling to compete with growing competition from other fashionable diets and weight loss drugs like Ozempic. In May, executives announced its physical operations would be wound down as it filed for bankruptcy. At the time it had around 1,000 employees in the U.S. Wellful, which owns Nutrisystem, plans to keep the weight loss centers closed but will continue to retail its meal plans online. Coaching sessions will also be available digitally. It has not been revealed how much Wellful spent to acquire the Jenny Craig brand but court filings from June valued the brand's intellectual property as high as $10 million. Entrepreneur Jenny Craig launched the business with her husband Sid, opening their first center in Melbourne, Australia, before expanding into the U.S. It also attracted a series of celebrity endorsements, including actresses Kirstie Alley and Valerie Bertinelli. The chain has a turbulent history and has frequently changed hands.
