SlimFast Advanced Vitality Shakes, Raspberry Crush

SlimFast is celebrating its 40th year in the UK with NPD and a £4.2m campaign.

The Advanced Vitality Shakes range will launch next month to offer “a cutting-edge and premium alternative” to SlimFast’s current portfolio of meal replacement shakes, bars and snacks – in a move the brand claims is the “most significant” in its history.

Promising to improve wellbeing and boost energy, the new lineup contains biotin to aid energy-yielding metabolism, chromium for maintaining blood sugar levels; iron to help reduce tiredness; tea extract, a natural antioxidant; and 23 other minerals and vitamins.

Available in an easy-seal bag, the three variants are Raspberry Crush, Chocolate Intensity, and Salted Caramel Fusion (rsp: £14.99/10 servings). Each serving contains 265 calories with 26g of protein and 6g of fibre – with no added sugar.

Advanced Vitality Shakes is set to be backed by a TV advertising campaign as part of a £4.2m investment. Running from 30 April, the commercial will star X Factor winner Alexandra Burke, who lost 28lbs and dropped three dress sizes through SlimFast’s meal replacement plan.

The brand had invested significantly in reformulating its portfolio over the past two years, said UK MD Lindsay Reisser-Weston. “Extensive category research has identified a need for a premium offering that offers holistic health and wellbeing advantages – a growth opportunity to bring new consumers to the slimming aids category.