Southern Africa CWP Rebrand


The impact of Covid-19 has left us with personal, societal and economic scars, which, in order to get back to some sort of normality, we will all have to work on. One area that needs to be addressed rather urgently is the level of obesity in Southern Africa – some 70% of our population is over-weight or obese. It has become a chronic lifestyle condition and since the start of Covid-19 has taken more lives. Data is showing that people who are very over-weight or obese with one or more comorbidities are at a much higher risk of developing severe symptoms of Covid-19 no matter the age, which could ultimately lead to their hospitalisation.

Unfortunately, the stress of lockdown has forced us into unhealthy lifestyles. For example, people have stopped exercising and started binge-eating while watching television late into the night. This means we are being inactive and getting less sleep while eating badly and stressing out. Our immune system doesn’t stand a chance against a virus which relies on a weakened immunity response to attack our bodies. Now more than ever we need to get healthy because wellness is one of the most effective ways to protect ourselves against Covid-19.

Not only did the lockdown impact us physically and mentally, it has also brought the global economy to its knees with many South Africans suffering for it – job loss and unemployment is at an all-time high. Many of us have had to start looking at new ways to live our lives and make an income.

This being said, it’s not all gloom and doom as companies, like Cambridge Weight Plan, are beginning to step up and assist with these societal challenges.

The Southern African contingent of the international slimming brand has been working hard on rebranding itself during lockdown to follow in its sister companies’ global footsteps and launch The 1:1 Diet by Cambridge Weight Plan. Its core objective is to provide stronger, more accessible and consistent one-to-one support to people who need to lose weight and get healthy during times when it is needed most.

“We couldn’t be more excited and thrilled about the new direction we are taking,” says Renny Letswalo, Managing Director of Cambridge Weight Plan Southern Africa.

The new branding, coupled with some strategic business direction, puts the slimming company in a relevant space to urgently help reduce the obesity problem in Southern Africa obesity and ensure that people begin to live healthier lives. At the same time, it will be creating employment via its network of Independent Consultants.

The unique one-to-one support that the company’s Independent Consultants provide to slimmers is at the heart of everything it does. It is something the company prides itself on as a reputable brand to be reckoned with for well over 35 years.

In fact, Chris McDermott, Managing Director of Cambridge Weight Plan Ltd, alluded to this when the new brand was launched in the UK. “These same words echo what we do here in Southern Africa. Our new brand encapsulates everything we do and turns it into something everyone will understand,” says Renny.

In the shortest words possible, we have zeroed in on what makes us so unique – the one-to-one support offered by our Consultants. In a world of self-help books and online chat bots we offer something special – a real person whose goal is to help others lose their weight and keep it off. And the new brand gives us the opportunity to shout about this fact from the rooftops.

The ‘1s’ in the new brand logo represent the Consultants and the slimmers, and the remarkable relationship they have as they take the weight-loss journey to ultimate health together – the slimmers are encouraged every step of the way by their Consultants.

The 1:1 Diet (pronounced one-to-one) is a unique combination of the 3P’s: People – the independent Consultants, the nutritionally-balanced Products and the Plan, which can adapt to any weight loss, life stage and lifestyle.

The new brand will also take on a new visual identity which recognises there aren’t simply one type of slimmer but many, whose circumstances and weight-loss goals differ.

And just as there are diverse slimmers joining the diet program from all around the world, there isn’t one type of Consultant either. It takes all types of people to help support slimmers on their weight-loss journeys. Men, women, couples, people working full-time or part-time, running small and big businesses, are responsible for the millions of slimmer success stories across the globe. South Africans who have a passion to help fellow citizens on their path to health and wellness, while making a living for themselves, are welcome to apply.

What makes these Consultants so special is the one thing they all have in common and that is the drive and passion to help transform people’s lives in the same way their own lives have been changed. “It’s this unique empathy that gives them an understanding of what the slimmers are going through and what it takes to help them achieve their goals,” says Renny.

“In Southern Africa, we are not only thrilled by this fresh and exciting rebrand but also with the prospect that this gives us the opportunity to address both the obesity challenges in our society amidst Covid-19 and the unemployment, which many people find themselves during one of the toughest times in our economy,” she concludes.


About 1:1 Diet by Cambridge Weight Plan

  • The 1:1 Diet by Cambridge Weight Plan’s roots can be traced back to the 1960s, when biochemist Dr Alan Howard started to research the perfect diet. Since 1984, when The Cambridge Diet became commercial in the UK, more than 30 million people from all over the world have used its help, support and products.

  • In 2009 the Cambridge Diet was rebranded to Cambridge Weight Plan. In 2014, Cambridge Weight Plan became an employee-owned company. Today, it is a passionate and profitable group of people who provide support, flexible weight loss plans, products and business opportunities that help other people achieve their goals. Whatever those goals may be.

  • In the UK and Southern Africa, the company sells and markets The 1:1 Diet by Cambridge Weight Plan brand through independent Cambridge Weight Plan Consultants, who offer one-to-one support to guide slimmers through their weight loss and into weight maintenance.
  • In Southern Africa, we brought back Cambridge Weight Plan, in October 2017 to specifically focus on Obesity reduction and Employment creation.

  • The 1:1 Diet by Cambridge Weight Plan’s meal replacement programme (MRP) uses formula food soups, shakes, bars and other foods to replace conventional foods, thus giving a lower dietary energy intake than on a conventional reducing diet. Cambridge Weight Plan MRPs are nutritionally complete, providing all protein, essential fat, vitamins and minerals needed.

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ISSUED BY: QL Consulting

ON BEHALF OF: Cambridge Weight Plan Southern Africa


Picture caption: New 1:1 Diet by Cambridge Weight Plan products

Renny Letswalo, Managing Director of Cambridge Weight Plan Southern Africa

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