SlimFast is to invest £5m behind the debut of a new functional nutrition range, as the brand looks to expand beyond weight management under new owner Supreme.
The brand will continue to support its ‘3-2-1 weight management plan’, which includes meal replacement powders, ready-to-drink shakes, bars and snacks, while also launching a wider range of nutritional products.
Six new lines will land in retailers including Tesco, Sainsbury’s, Asda, Morrisons, Boots, Amazon and Home Bargains this month.
They are: Protein Plus Fibre (available in raspberry ripple & caramel cookie), Collagen Plus Creatine, Clear Collagen Protein, Creatine Hydration, Daily Boost Fibre and Glucomannan Weight Management Capsules (rsp: £8.99-£12.99).
“We’re evolving SlimFast into a broader health and wellness brand built around functional nutrition that fits modern lifestyles,” said Dan Clark, head of health & wellness at Supreme. “While weight management remains an important part of our heritage, consumers today aren’t simply trying to lose weight. They want trusted advice and convenient nutrition that supports protein intake, digestive health, hydration, healthy ageing, muscle maintenance and overall wellbeing.
“We believe these goals shouldn’t exist in isolation. Weight management, healthy nutrition and everyday wellness are all part of the same journey.”
The new products would combine “great-tasting flavours” with “effective formulations… at the accessible price point consumers expect from SlimFast,” Clark added.
The launch will be backed by a fully integrated marketing campaign, comprising activity across in-store, OOH, PR, and digital and influencer outreach.
It would aim to “reposition the brand as a simple, credible, everyday nutrition solution with a younger, health-oriented consumer”.
Since acquiring SlimFast in a £20m deal last year, Supreme has invested in opening a new “wellness manufacturing facility” for the brand in Manchester.
The hub was designed to give Supreme the greater ability to “innovate, manufacture and launch products that meet rapidly changing consumer health and wellness trends”, the AIM-listed business added.
Alongside SlimFast, Supreme’s also owns tea brand Typhoo, soft drinks producer Clearly Drinks and sport nutrition brand Sci-Mx. It is also a leading supplier of vapes, batteries lighting and cleaning products.
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