Slimfast has given its range of weight management products a new look and unveiled a quartet of new meal bars.
It has given its range of bars, snacks and shakes a “modern, vibrant new look”, which will begin rolling out this month.
Its new bars, meanwhile, are claimed to contain 23 essential vitamins and minerals and were “packed with everything consumers need for a tasty balanced meal”, said Slimfast.
Four flavours – Chocolate Orange, Very Berry, Rocky Road and Choc Chip – have rolled into Boots, Superdrug, Amazon and Ocado (rsp: £6.99/4x60g).
It comes on the back of a major sales boost for the brand. Slimfast said sales were up 24% over the past four weeks, with almost 30 million Slimfast products sold since the first lockdown began in March.
Slimfast was a “much-trusted and reliable beacon brand for consumers who want to lose weight or find a more balanced, nutritious way to maintain their weight”.
She cited research by Gorkana, which revealed that 70% of dieters had admitted gaining weight since the start of the pandemic, “and yet we know there has never been a more important time to reach and maintain a healthy weight”.
The news follows that of a management shakeup for Slimfast, which saw former MD Miles Worne made general manager for Europe as well as the departure of both FD Stephen Parsons and international VP Richard Moore.
The Grocer understands up to 10 roles were affected by the shake-up, with parent company Glanbia looking to consolidate teams and capability in its UK nutrition performance business.