Noom is part of a larger trend of weight loss companies masquerading as health-and-wellness programs. As consumers have become savvier and backlash against diet culture grows, the diet industry is adapting. “They’ve co-opted the language of the body positivity movement, terms like ‘anti-diet’ and ‘we’re not about weight loss, we’re about health,’” said psychologist Alexis Conason. “It capitalized on our awareness that diets don’t work. They promise the best of both worlds: You can reject dieting and still lose weight. But it’s not true. It’s a weight loss company, reinforcing those same
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