Not only are all of us making big changes and plans for the new year, but eDiets is doing so, too. One of the more familiar names in dieting, and one of the first to take the industry online, is finalizing a merger with the As Seen on TV brand. The initial announcement was made last fall and will soon complete a stock-for-stock buyout that will remove eDiets as a public company and make it a wholly owned subsidiary of the direct marketing giant.
“It’s an intriguing business acquisition, for a TV company to own a diet company” said Steve Rogai, CEO of As Seen on TV, when we spoke him this week about the merger. He explained that with eDiets being a direct marketing company that sells a food product and As Seen on TV selling a variety of consumer goods direct to consumer, it makes this new business a “synergistic fit.”
eDiets’ performance in recent years hasn’t been remarkable. When the initial report was made in August, InvestorPlace.com reports that eDiets was being purchased “for 80 cents a share — roughly double what the micro-cap stock had been selling for.”
Rogai commented that eDiets has had its ups and downs, “sometimes more down than up.” He also described this merger as a smart business move that would save eDiets more than one million dollars a year by no longer being a public company.
As for the meal delivery industry as a whole, it’s profitable and will continue to be so. Per a May 2011 report by John LaRosa’s Marketdata Enterprises, he told us they had “identified approximately 30 companies participating in the meal delivery business. We estimated the market’s value at $925 million.” At that time he also projected this segment of the diet market to reach $1.09 billion in revenue by 2014.
What can we expect to see for eDiets in this new year? Not only are they working to introduce a more competitive meal delivery option, but they’ve already signed and announced an endorsement deal with entertainer CeeLo Green. A judge on the Voice and soon be the face of his own Las Vegas show, Loberace, CeeLo made it known late last year that he wanted to get healthy in 2013.
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Oh infomercials, my longtime friend when insomnia strikes, I’m sick and laid out on the couch, or I’m bored out of my mind and have nothing better to do. In three minutes, a pitch man can make me believe I must have that product and my life without it is unimaginable, or that all of the bad things in our culture like laziness, instant gratification, and unrealistic expectations just collided into one awful mess of television advertising.
Fitness and diet infomercials are in their own category of skepticism and hilarity, and part of me actually wants to try the product. Whether it’s car wax or food storage, there seems to be a solution for everything. Diet and fitness isn’t immune and we found some of the newest and crazy As Seen on TV fitness gadgets.
Sauna Pants/ Slimming Sauna Shorts/ The Belly Sauna: While these products have some key differences, their goal and method is largely the same. With the Sauna Pants, just slip on the orange shorts, turn on the heat dial, and your extra water weight is promised to be gone in no time with 50 minutes a day of use. The Slimming Sauna Shorts don’t heat up, but they’re made of thick, non-breathable Neoprene (like what Scuba divers wear), so you’ll definitely compress and sweat in these. And they come with an adjustable Velcro strap! My favorite, however, is The Belly Sauna. It’s just what it sounds like – a sauna for your belly. Bizarre.
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We’ve seen them on those late nights when zoning out in front of the television is more appealing than going to bed. Whether it’s a device to tone your abs or boost your biceps, the infomercials for at-home fitness products have a fascinating appeal to them, which is why 20 minutes later, you can still find yourself watching the same ad and then picking up your cell phone or popping on the computer to order it and cash in on the “act now” savings.
If all of those fitness products seem to look like one another, we’re going to help you sort through the sometimes drowning waters of the exercise industry.
Here is a list of the six most popular As Seen on TV fitness products and a summary of each.
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