BALTIMORE, July 27,
2023 /PRNewswire/ -- Medifast (NYSE: MED), the
health and wellness company known for its habit-based and
Coach-guided lifestyle solution OPTAVIA®, today
unveiled a new product line, OPTAVIA ACTIVE. The line
includes premium exercise supplements and protein powders,
OPTAVIA ACTIVE Essential Amino Acid (EAAs)
Blend and OPTAVIA ACTIVE Whey Protein, with other
products expected to be rolled out next year. Both are designed to
help new and existing Customers of all fitness levels optimize
their motion habits. OPTAVIA ACTIVE marks an inflection
point for the company, as it targets new Customer segments and
triples its total addressable market by entering the sports
nutrition category – a $30B
market.
Formulated to work with or without OPTAVIA nutrition
plans and guided by Coach support, OPTAVIA ACTIVE is backed
by science, made with no colors, flavors or sweeteners from
artificial sources and is Informed Sport certified – a global
standard in sports nutrition quality control that ensures its
certified products contain no banned substances.
- OPTAVIA ACTIVE EAAs contain a clinically studied
blend of eight essential amino acids, including an impressive 3.5
grams of leucine per serving, specifically designed to help
activate muscle protein synthesis – the natural process where
protein is produced to repair or build new muscle.
- OPTAVIA ACTIVE Whey Protein contains 24 grams of
high-quality, complete protein per serving, and when paired with a
healthy diet and exercise plan, can help build muscle and
strength.
As part of this new healthy motion program, the company has
partnered with Aaptiv, a leading fitness app, to provide on-demand,
guided workouts for its Community.
"With the introduction of OPTAVIA ACTIVE, we now offer
another tool to help more people make lifestyle changes and embrace
healthy habits in all areas of their lives," said Dan Chard,
Chairman and CEO of Medifast. "This line builds on our existing
healthy weight management and eating program and provides each
Customer with a simple, Coach-guided way for them to practice the
habit of healthy motion. We are making great progress against our
mission as we continue to make OPTAVIA increasingly central
to the health journeys of many more people."
Thousands of independent OPTAVIA Coaches will gather in
Atlanta this weekend for the
company's upcoming OPTAVIA Convention, which will feature
keynote addresses, educational sessions and panel discussions. In
addition to how OPTAVIA ACTIVE will help shape the future of
the business, another key topic will include the importance of
lifestyle interventions amid the emergence of new, promising weight
loss medications. Through a small pilot in partnership with a
network of telehealth providers, the company is exploring a
combination of its habit-based, Coach-guided solution,
OPTAVIA, together with innovations in medically supported
weight loss, including GLP-1s. The company also plans to share
details around how it is fostering an engaged U.S. Hispanic Coach
Community within the OPTAVIA ecosystem.
"OPTAVIA has impacted more than three million lives, with
1.2 million Customers being served by our Coaches last year alone,"
continued Dan Chard, Chairman and
CEO of Medifast. "This is inspiring, but we are eager to build on
this success through new growth opportunities in the broader health
and wellness market, such as moving into adjacent categories,
growing our demographic segments and expanding into additional
markets. We have an opportunity to meet more people where they are
and offer them the tools that will be most helpful to them."
Medifast plans to continue investing in its offer to support all
areas of its proprietary Habits of Health Transformational System,
which includes motion, sleep, mind and more. The company is
committed to innovating as the industry evolves to continue
delivering evidence-based solutions that are effective in helping
Customers create healthy habits and reach their wellness goals.
OPTAVIA ACTIVE will launch to the public in September 2023.
Follow Medifast and OPTAVIA on social
media for Convention and other company updates.
About Medifast®:
Medifast (NYSE: MED) is the health and wellness company
known for its habit-based and Coach-guided lifestyle solution
OPTAVIA®, which provides people with a simple, yet
comprehensive approach to help them achieve lasting optimal health
and wellbeing. OPTAVIA offers clinically proven plans,
scientifically developed products and a framework for habit
creation reinforced by independent Coaches and Community support.
As a physician-founded company with a 40+ year history, Medifast is
a leader in the U.S. weight management industry. The company
continues to innovate and build upon its scientific and clinical
heritage to deliver on its mission of offering the world Lifelong
Transformation, One Healthy Habit at a Time®. Medifast was
recognized in 2023 by Financial Times as one of The Americas'
Fastest Growing Companies and in 2022 as one of America's Best
Mid-Sized Companies by Forbes. For more information, visit
MedifastInc.com and OPTAVIA.com and follow
@Medifast on Twitter.
Forward Looking Statements
Please Note: This release contains "forward-looking statements"
within the meaning of the Private Securities Litigation Reform Act
of 1995, Section 27A of the Securities Act of 1933, as amended, and
Section 21E of the Securities Exchange Act of 1934, as amended.
These forward-looking statements generally can be identified by use
of phrases or terminology such as "intend," "anticipate," "expect"
or other similar words or the negative of such terminology.
Similarly, descriptions of Medifast's objectives, strategies,
plans, goals, outlook or targets contained herein are also
considered forward-looking statements. These statements are based
on the current expectations of the management of Medifast and are
subject to certain events, risks, uncertainties and other factors.
Some of these factors include, among others, risks associated with
Medifast's direct-to-consumer business model; the impact of rapid
growth on Medifast's systems; disruptions in Medifast's supply
chain; Medifast's inability to continue to develop new products;
effectiveness of Medifast's advertising and marketing programs,
including use of social media by independent OPTAVIA Coaches;
Medifast's inability to maintain and grow the network of
independent OPTAVIA Coaches; the departure of one or more key
personnel; Medifast's inability to protect against online security
risks and cyberattacks; to protect its brand and intellectual
property, or to protect against product liability claims;
Medifast's planned growth into domestic and international markets;
adverse publicity associated with Medifast's products; Medifast's
inability to continue declaring dividends; fluctuations of
Medifast's common stock market price; the prolonged effects of
COVID-19 on consumer spending and disruptions to our distribution
network, supply chains and operations; increases in competition or
litigation; the consequences of other geopolitical events,
including natural disasters, global health crises, acts of
war (including the war in Ukraine), changes in trade policies and
tariffs, climate change, regulatory changes, increases in costs of
raw materials, fuel, or other energy, transportation, or utility
costs and in the costs of labor and employment, labor shortages,
supply chain issues and the resulting impact on market conditions
and consumer sentiment and spending; and Medifast's ability to
prevent or detect a failure of internal control over financial
reporting. Although Medifast believes that the expectations,
statements and assumptions reflected in these forward-looking
statements are reasonable, it cautions readers to always consider
all of the risk factors and any other cautionary statements
carefully in evaluating each forward-looking statement in this
release, as well as those set forth in its Annual Report on Form
10-K for the fiscal year ended December 31,
2022, and other filings filed with the United States
Securities and Exchange Commission, including its quarterly reports
on Form 10-Q and current reports on Form 8-K. All of the
forward-looking statements contained herein speak only as of the
date of this release.
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SOURCE Medifast