slimfast new range

SlimFast is looking to get ‘back on the radar’ with new products and a £3m push as it unveils the biggest relaunch in its 38-year history.

The meal replacement brand will next month launch Noodle Boxes made with SlimTaki ­noodles in three flavours, while its powdered and ready-to-drink shakes, which account for 85% of its range, will go on sale with 30% less sugar.

The brand has signed new mum and Girls Aloud singer Kimberley Walsh as its ambassador.

About £7m has been poured into the brand in the UK after it was acquired by private-equity firm Kainos Capital from Unilever last July. “The brand had lacked investment for quite a few years,” Lindsay Reisser-Weston, SlimFast UK MD, told The Grocer. “The £3m marketing investment is to get the brand on people’s radar. Our objective is to triple retail sales of the UK business across four years with 10% category growth year on year.”

The Noodle Boxes, which take SlimFast into a new category, will be Chicken Tikka Masala (81 calories), Spaghetti Bolognese (76 calories) and Spicy Thai Noodles (70 calories) (rsp: £3.29/240g or 250g box).

Research with 4,500 consumers revealed women want a diet that ‘actually works, that gives fast results and is easy to do’. “We’ve focused on those three main pillars,” Reisser-Weston added.

The NPD will be supported by a ‘SlimFast works for me’ campaign.

Reisser-Weston also confirmed plans to reduce the sugar content in SlimFast’s meal replacement bars in 2016.