Hims & Hers Health, Inc., an online subscription health and wellness platform, has launched a weight loss support program, with consultation, meal replacement bars, and shakes.

The company’s doctor-designed weight management plans will take many aspects of customers’ health into account, and licensed medical providers on the platform will work with customers to develop personalized plans that prioritize movement, sleep, behavior, psychological support, medication, and nutrition.

Starting at $110 per month, customers can have meal replacement bars and shakes developed by registered dietitians and nutritionists delivered to their door. The products are designed to complement a weight loss plan, especially for those taking GLP-1 medications. The subscription also includes nutritional guidance, weekly meal plans, and recipes.

“For an individual’s weight loss goals, the most effective plans are ones that are holistic and sustainable in nature,” says Dr. Jessica Shepherd, chief medical officer for Hers. “Keeping up with nutrition is critical to a sustained weight loss journey, but can be difficult to stay on top of. Our priority is to support each of our individual customers by making it easier for them to get the comprehensive care they need.”

Meal replacements are important for weight loss by helping people feel fuller for longer, and provide a more consistent, accurate calorie intake, while including enough protein to support lean muscle mass, Hims & Hers reports, citing a clinical study which found that participants who received 60% of their daily energy intake from meal replacements had greater weight loss than those who relied on regular food alone.

“Our meal replacements are designed to further strengthen the plans available to our customers for reaching and maintaining hteir weight loss goals,” said Dr. Craig Primack, senior vice president of weight management at Hims & Hers. “Making affordable nutritional support easily available is one powerful way we can help people achieve a healthier lifestyle.”

The meal replacement kits include a Bar Bundle and Shake Selects. The bars contain 15 grams of protein and 19 vitamins and minerals, and are available in cinnamon, peanut butter, and fudge graham flavors. The shakes contain between 27 and 30 grams of protein and 24 vitamins and minerals, and area available in double chocolate and vanilla flavors.

Since November 2023, Hims & Hers has provided customers with other weight loss solutions, such as medication management in consultation with a licensed healthcare provider; nutrition guidance through educational and motivational content, recipes, guidance, exercise recommendations, sleep advice, and mental health support; digital tracking tools; and 24/7 access to a care team.