Aimed at slimmers, the waistline queen’s first products, a range of low fat and low calorie foods, hit the shelves on Monday (August 2).
They will include a new type of skimmed milk called SupaSkim; So.Low, a range of probiotic whey-based fruit diet drinks in blackcurrant and pineapple & papaya flavours; a two-pack chocolate mousse; and a four-pack low fat bio-yogurt.
The range, developed by Highgrove Food Distribution, will be listed in Asda exclusively for three months before being put out for wider distribution.
Speaking exclusively to The
Grocer, Conley said that the milk - which is virtually fat-free (0.1%), contains 33% more calcium than normal semi-skimmed milk and tastes sweeter because of its higher lactose content - was “a really exciting innovation” as calcium was “a particularly big issue” for dieters. She said: “I have always insisted that milk be included in my daily diet plan as it provides essential nutrients for the body such as calcium which helps prevent osteoporosis.”
She admitted she had deliberately steered clear of jumping on the low-carb bandwagon. “To suddenly exclude a food group is inappropriate. I don’t think it has any long lasting attraction.”
However, consumer demand for probiotic drinks like vitamin-enriched So.Low would continue to grow, she predicted.
The launch is being supported by an extensive national PR campaign, publicity through Asda’s magazine, website and in-store radio station and Rosemary Conley’s magazine, website and diet and fitness clubs. Conley said she was now looking for a partner to diversify into ready meals.