Unilever is splashing out £3m to promote the launch of its new mini-health drink under its Slim-Fast brand.
Slim-Fast Hunger Shot, rolling out now across the trade, is a chilled 100ml dairy-based mini drink available in strawberry and vanilla flavours, priced at £2.89 for a four-pack.
The product is "packed full of protein and fibre" and will help slimmers snack less on unhealthy foods between meals, claimed Sioned Picton, senior category manager.
Advertising supporting the launch kicks off next week, including TV, press, online and in-store activity. Ads will focus on the message that the drinks will "keep you fuller for longer".
Picton said the shots, which have a 45-day shelf life, would drive growth by attracting new consumers to the category. "Traditional mini-health drinks are a breakfast item, but Slim-Fast Hunger Shots have been designed to be drunk once or twice a day to replace higher-calorie, fat and sugar snacks," she said.