This isn't just about Oprah's viral "I Eat Bread" campaign — it's about how Weight Watchers has changed its approach to dieting.

With its "Beyond the Scale" program, it aimed to shift the company's focus from just weight loss.

"The way we think about it is that we used to have a very narrow focus on weight, and now weight is one of things we focus on, but it’s not the only thing," Gary Foster, Weight Watcher's chief scientific officer, told Time. "The consumer sentiment is, 'I still want to lose weight, but I’m thinking about in a more holistic way.'" The company's Instagram even shows a healthier lifestyle versus its packaged foods.