Diet Lifestyle F-Factor Built Its Brand by First Changing Its Name

"Dieting feels punitive," says founder Tanya Zuckerbrot

“Dieting feels punitive,” says F-Factor founder Tanya Zuckerbrot. That’s why she calls her brand a lifestyle, not a diet. And even though there is no shortage of weight-loss plans out there, including some billion-dollar brands, Zuckerbrot says F-Factor stands alone and doesn’t have competition.