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eDiets Merges With As Seen On TV and Signs CeeLo Green Endorsement

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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CeeLo Green (and His Rider) are Going on an eDiet

Does going on a diet make CeeLo Green crazy? We hardly think so since he’s opted to go with a healthy plan. eDiets is one of the largest online meal delivery weight loss programs, and his new partnership with the brand will help bring it some notoriety in the new year as well as help slim down this bigger than life star.


One of the hottest performers around, CeeLo Green has become a household name as he mans one of the judges’ chairs on The Voice. He’s a stout 5’7″, and while his exact weight isn’t known, it’s clear that it’s more than it should be. The big smile, booming vocals, and rocking personality detract your attention, but it’s something he thinks about.

In an interview earlier this year, CeeLo told Rolling Stone that the weight-related deaths of his friends, rapper Heavy D and comedian Patrice O’Neal, were motivation enough to slim down and improve his own health.

“I’ve personally committed to making health a habit in the New Year,” CeeLo has said. He’s already taken the first step, by signing on with eDiets, which will deliver meals to him at his new full-time residence in Vegas. While he prepares for his new show on The Strip, pre-portioned, calorie-controlled meals made with nutritious ingredients will be fueling this rockstar. It will be quite the contrast to what he’s used to eating.
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Top 6 Best Tasting Diet Plans, as Rated by Consumers

For those looking to lose weight with a potential diet food program, taste is very important.

Finding a meal program that offers good food can be the difference in sticking with the plan or giving up in a very short period of time. But now you can take a first-hand look at how everyday consumers rated the most popular diet food programs when it comes to taste.

NextAdvisor.com conducted a blind taste test to answer questions about how some of the most popular diet foods taste. They conducted their first test in October 2010 and have since completed another to have the most up-to-date results possible since diet companies constantly update their menus and inventory, according to lifestyle editor Polina Polishchuk.

The taste test included eight different companies which were rated in the categories of breakfast, lunch and dinner. The meal plans for each program were ordered anonymously and included between 1,200 and 1,350 calories per day. The participants included males and females of varying ages. And to keep the results unbiased, the test was “completely independent with no input from the diet food companies and no visible branding to sway our testers’ opinions,” said Polishchuk.
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The Cost of Losing 20 Pounds

Price of Weight LossThere are many factors that go into choosing to sign up for a diet plan, and cost is one of the most carefully considered. Jeanne Lee for CBS MoneyWatch takes a look at this question from a unique perspective: the cost to lose 20 pounds. She calculates the cost per pound lost for eighth different popular weight-loss systems. Most of these diets are meal delivery services that provide balanced, portion controlled foods. On the other hand, Weight Watchers and eDiets are support-only programs provide the customer with tips, goals and meal plans, but not food. These support-based programs are far cheaper per pound lost, but some may find them hard to follow.

In the end, the diet program that’s the best investment is the one that helps you lead a healthier lifestyle and see long-term results. MoneyWatch recommends the diets with proven track records and economical fees.

Flip through this slide show to compare the costs of Medifast, In the Zone Delivery, eDiets, Bistro MD, Weight Watchers, Nurtisystem, Jenny Craig and South Beach Online.

View The Cost of Losing 20 Pounds Slideshow


Quick, Healthy Breakfast Ideas for Every Schedule

Pamela Ofstein is the Director of Nutrition Services at eDiets.com, a leading provider of weight loss services, information and products.

I have three kids, a husband and myself (oh wait, my dog, too!) to get ready first thing in the morning and out the door – it’s utter chaos! There are many days that I get so wrapped up in the hustle that I am half-way to work before realizing I didn’t eat breakfast!

You probably heard your parents say, “Breakfast is the most important meal of the day.” Well, they were right! Why, you ask? Research has shown that men and women who eat breakfast every day are far less likely to become obese, compared to those who skip the first meal of the day.

Breakfast helps to fuel your body for the start of the day, so it’s important to choose nutrient-dense foods to fill your tank! It doesn’t have to be a huge fare. A simple meal containing a balance of complex carbs, protein and healthy fats is usually a good combination.


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