NBC Expands ‘Loser’ Menu

Second product line hits Walgreens April 29

You'd think one product line of The Biggest Loser-themed health bars and shakes would suffice. NBC and Walgreens, it seems, would beg to differ.

Like the smart marketers they are, NBC has licensed protein bars and powders emblazoned with the hit show’s title. Now the second helping of branded snacks for the diet conscious is set to hit the shelves of the national drugstore giant April 29.

"We didn’t want to do just another meal replacement product," says merchandise marketer Joy Tashjian, who helped broker the Walgreens deal. "It's important to lose the weight, but it’s more important to live a healthy lifestyle." National ads roll out soon after the launch, with TV spots airing in May and print continuing through the end of the year.

Tashjian says the forthcoming products use natural ingredients, but said she couldn’t make a list available ahead of their release. "If you’re looking for chocolate coating or anything like that, you’re not going to get it," she said.

Whatever they contain, the goopy sounding flavors of the bars (peanut butter chocolaty chip and chocolaty coconut to name a few) don’t exactly sound like fat-camp fare. Better just have one.

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.