America’s young people are about to get an ally in the battle of the bulge — Weight Watchers announced Wednesday that it will give free diet help to every teenager in the country.
Starting in July, youngsters between the ages of 13 and 17 will be able to go to any of the diet company’s locations around the United States and get access to a no-cost six-week promotion, as long as they’re accompanied by an adult.
“Our goal is to help those who need healthy habits to develop them at this critical life-stage,” a Weight Watchers statement said.
“We think there’s a real opportunity to make an impact on a problem that is not currently being addressed effectively.”
The New York-based company, which counts Oprah Winfrey as its top pitchwoman and largest shareholder — she has a 10 percent stake — didn’t provide many details about how the program will work, including whether the free plans will be tailored for younger people.
But the chair of the section on obesity for the American Academy of Pediatrics hailed the news as a step forward in the fight against childhood obesity.
“Weight Watchers are good partners in terms of obesity and we have clamored for them to enter this market for years,” Dr. Christopher Bolling said, adding that starting people young on proper eating habits can have lasting benefits.
“I think there is potential for this program, because learning about good nutrition is very appropriate. But the parents have to be involved.”
Not every nutritional professional was enthusiastic.
“There is research that links dieting in teenagers with a higher risk of eating disorders,” said Jill Castle, a childhood-nutrition expert and author of “Fearless Feeding: how to raise healthy eaters from high chair to high school.”
“Placing children on calorie-restricted diets can be very harmful and alter their relationship with food for the rest of their lives.”
Despite such reservations, Wall Street is apparently loving the free giveaway plan.
Weight Watcher’s shares soared by more than 17 percent on Wednesday, to $73.97, after the news.