EDiets.com
| Company type | Subsidiary |
|---|---|
| Industry | Nutrition, diet planning, fitness |
| Predecessor | Practi-cal |
| Founded | 1997 |
| Headquarters | United States |
| Products | Customized dietary programs, meal delivery service (Deliciously Yours) |
| Owner | As Seen On TV, Inc. |
eDiets.com, Inc. operates as an online platform delivering expert advice in nutrition, diet planning, and fitness. Established in 1997 under the name Practi-cal, its initial 12-week weight control program was inspired by Weighting For Wellness, authored by Donna DeCunzo, RD, LD. This program integrated components of nutrition, physical activity, behavioral changes, and stress reduction. The database was created by Steve Johnson, while the business strategy was developed by Dave Humble.
Business performance
As of June 30, 2006, eDiets.com had served more than 2 million customers worldwide. The company received notable recognition, including the Forbes Spring awards for "Best of the Web" in diet and nutrition for both 2004 and 2005, as well as the PC Magazine "Editors' Choice" accolades in May of those same years.
In 2006, Prides Capital invested in eDiets by acquiring a 45% ownership share, focusing on firms exhibiting strong growth potential. That year marked the introduction of Deliciously Yours, a fresh meal delivery service that distinguished eDiets as the sole diet company offering freshly prepared meals at that time. This service saw expansion throughout late 2007 and into 2008.
Through a collaboration with Tesco in the United Kingdom, eDiets operates under the name Tesco Diets within that territory.
On February 28, 2013, eDiets became a fully owned subsidiary of As Seen On TV, Inc. (ASTV).
Services
The company provides customized dietary programs utilizing a comprehensive database containing extensive diet and food data. Meal plans are designed according to three principal criteria: clinical guidelines, personal goals, and individual preferences. Clinical guidelines are derived from leading health organizations addressing specific medical conditions; goals emphasize targets such as weight reduction or long-term healthy eating habits; preferences accommodate choices like gluten-free or vegan options.