Gregg Wallace

Gregg Wallace’s eponymous site, greggwallace.health, sells digital weight-loss coaching built around a 12-week “Health Plan” delivered through a mobile app. One-off access costs £99, placing it in the mid-range wellness segment; no physical products are stocked. Sales are online-only, purchased directly through the website or in-app. The brand’s USP is Wallace himself: daily video motivation, recipe demos and live Q&As filmed in his own kitchen, plus a no-equipment, family-friendly recipe set that promises “shop-bought ingredients only.” The plan is calorie-counted but flexibly portioned, and members receive lifetime access to a moderated Facebook group for peer support. Core buyers are 30-55-year-old British adults—especially parents—who want credible, non-intimidating guidance and already know Wallace from MasterChef. They value straightforward advice, quick supermarket recipes and the accountability of a familiar TV personality rather than a polished influencer aesthetic. Competitors include celebrity-fronted diet apps, subscription recipe boxes and slimming clubs. Wallace differentiates by offering a single one-time payment, zero proprietary food sales, and content shot in a home kitchen that mirrors the viewer’s own, reinforcing attainability over aspiration.