This looks like the non-UK version of Medifast or Atkins, where you buy their kit and they send you pamphlets and booklets to go through. I was looking at their at-home pack and it is a long list of things that you get at home, this thick book, CD's, and other accessories. Their online shop forces the user to join which I suppose is a collection of healthy foods and whatnot. But yes, your last sentence covers it.
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