The brand is rolling out a Get Gorgeous Lounge, created by agencies Pd3 and Fuse Sport & Entertainment. The lounge will travel to cities including Birmingham, London, Manchester, Sunderland and Cardiff, distributing samples of Weight Watchers' meals.
Emma Bickerton, senior brand manager at Weight Watchers Foods, said: "This initiative enables us to reinforce our strong market position and demonstrate the huge support behind the brand in 2011. We hope to attract new consumers to Weight Watchers Foods by encouraging them to reappraise the brand."
Weight Watchers is planning to open a series of UK high street shops and in-store concessions, as part of its strategy to modernise the brand.
Earlier this year, Weight Watchers' launched a £28m ad campaign to promote its new points plan, which it described as the "biggest change to the global business in 15 years".