Sam Armytage as face of WW believed to be worth $250,000

Channel 7’s Sunrise host Samantha Armytage will be the face of a weight loss company. Known for her womanly figure, she has been negotiating her contract since late last year. The contract is likely to be worth six figures but she will be heavily scrutinised.

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Breakfast TV host Samantha Armytage will be the new face of weight loss giant WW.

The Channel 7 Sunrise reporter, known for her womanly figure, has been negotiating her contract with the company formally known as Weight Watchers since late last year.

After reaching agreement in recent months a formal announcement is due next week.

Industry insiders believe the contract is likely to be worth $250,000 and would be equally beneficial for Channel 7, which is set to receive advertising dollars from the diet juggernaut.

Samantha Armytage will be the new face of WW, with the deal reportedly worth at least $250,000. Picture: Adam Head

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However, a well-placed source said: “If she doesn’t walk away with $350,000 to $400,000, it is hard to know whether it’s worth it because of the constant scrutiny she is going be under.

“The paps will be following her everywhere trying to get the lucrative shot of her eating a piece of cake.”

Seven months ago the 56-year-old weight loss firm announced a rebrand, changing name to WW and promoting a new tag line, Wellness That Works, rather than focusing on diet and weight loss.

Armytage pictured at the InStyle Awards on Wednesday night. Picture: Christian Gilles

The Sunrise host’s weight has always been a talking point. Picture: Sam Ruttyn

After decades of overweight celebrities spearheading their campaigns, the company has changed direction, bringing on the likes of Hollywood actress Kate Hudson and musician Robbie Williams to represent the brand.

In December, The Sunday Telegraph reported Armytage had been approached by the company to represent them.

The association with Hudson, talk show queen Oprah and WW was reportedly a big drawcard for 42-year-old Armytage.

She has publicly spoken about her famous curves on a number of occasions in the past, lamenting that she is sick of being branded “curvy”.

She said: “ I don’t describe myself as curvy. I’d describe myself as quite strong and healthy.”