Weight Watchers launched an iPad application called the Weight Watchers Kitchen Companion that gives users ideas for what to eat and how to cook it.

The application is an interactive healthy cooking tool. It takes users through the cooking process, from planning the menu, to shopping for ingredients, to making the dish.

Mobile Marketer?s Rimma Kats interviewed Catherine Ulrich, vice president of product development and strategy at Weight Watchers regarding the new application.

Here is what she said.

What is the strategy here?
The Weight Watchers mobile strategy is to provide tools for all our members and subscribers to help them follow the Weight Watchers program wherever they are and whenever they need it. 

Mobile devices are a perfect example of how technology can make following and learning the program easier and fun.

Furthermore, we also look at the unique characteristics of each device and how we can best leverage them to meet the needs of consumers

We know that recipes and meal ideas are some of the most popular content on WeightWatchers.com.

The new iPad app lets users explore healthy cooking in a whole new way. 

Not only does the application let you browse ideas for what to cook, it also teaches you how to cook those recipes step by step. 

Our goal is to make it as easy as possible to start making healthy recipes.

We also know that when Weight Watchers members and subscribers first start to cook, they may not be as familiar with certain preparation techniques, like how to julienne a carrot. 

This app helps take the guesswork out of those preparation steps by providing contextual links to videos on cooking techniques.

Why extend to the iPad?
In developing the iPad app, we wanted to focus on the unique characteristics of the iPad platform. 

While our other mobile tools, like the iPhone app and mobile Web, provide fantastic tracking features, the iPad is an opportunity to provide a new experience.

With its large display and touch screen, it is a great cooking resource.

Are you looking to extend to other platforms?
Yes, Weight Watchers is exploring every platform that will help us expand our mobile tools to as many of our consumers as possible. 

We have an Android app in the works which will be available sometime in the spring.

Why mobile?
Unlike your laptop, these mobile devices are almost always with you. 

If we can make our product accessible at exactly the right moment, then we know we are making it easier to stay on plan and make healthier choices.

How are you getting the word out about this?
The first source for getting the word out is our existing consumer base. 

With millions of active subscribers following Weight Watchers, our first goal is to let them know about the new features available.

The Weight Watchers community what?s new blog informed followers of the iPad app news this morning.

The blog gives the skinny on all the new features and cool stuff on WeightWatchers.com, straight from the product team.

We are also utilizing our social media channels (Facebook and Twitter) to inform fans and followers about the new iPad app. Responses have been positive.

Final take
Weight watchers has been doing a lot in terms of helping consumers believe they can lose weight. This iPad application is part of that goal. Here is a video the company put out called "Sure Can." It is a promotional video that motivates viewers to believe they can lose weight.

/>