TORONTO — Weight-loss supplement brand Hydroxycut is serving up enhanced digital tools to help people better manage their weight control and fitness regimen.

Iovate Health Sciences International Inc. said Friday that for 2018 it’s launching a new mobile app for personalized support on digital devices. The enhanced Hydroxycut app, available via a free download, is supported with the recently launched “Lose Weight Your Way!” campaign to help men and women find the right balance to achieve the most success.

Using the new tools, each person can develop their own nutrition plan, pick activities they enjoy and follow regularly, and take advantage of the benefits offered by Hydroxycut products. Consumers can choose the supplements that best match their health and lifestyle needs as well as the supplement format that best works for them, ranging from pills to drink mixes to soft-chew gummies.

Iovate noted that many Americans likely would welcome some help managing their weight. Citing consumer research, the company reported that 31% of Americans say losing weight is the hardest New Year’s resolution to maintain.

“One of our highest priorities with Hydroxycut is to ensure we provide the best possible support tools that enable consumers to optimize their lifestyle results, and we feel our enhanced digital app and customizable weight loss support programs really hit the mark,” stated chief marketing officer Brian Cavanaugh. “Consumers have told us they use Hydroxycut because it has been an effective weight-loss brand for more than two decades. With today’s younger audiences wanting more time and energy to enjoy everyday lifestyle activities, these new programs add another dimension of ease and accessibility for consumers during their weight loss journey.”

In addition to the enhanced Hydroxycut app, the brand has launched an exclusive rewards program to give back to consumers for embarking on their weight loss journey. The program provides qualified customers with a special $5 savings coupon to use on their next purchase of eligible Hydroxycut products.

Among the brand’s range of formulations, Hydroxycut Black now includes the popular ingredient ALA (alpha lipoic acid) to help metabolize proteins, carbs and fats, while Hydroxycut Platinum 5-in-1 formula contains active probiotics plus 19 vitamins and minerals. Also, the original, best-selling Hydroxycut Pro Clinical now includes apple cider vinegar, and Hydroxycut HD features Smart Release Microbead Technology.

Hydroxycut products are available nationwide at Walmart, Target, Walgreens, CVS Pharmacy, Rite Aid, GNC, Vitamin Shoppe, Amazon, Bodybuilding.com and other retailers.