A weight loss revolution – Launch of Yokebe set to shake up the meal replacement category

Omega Pharma, the fourth biggest consumer healthcare company, is expanding its award winning weight management portfolio with the launch of Yokebe, a highly nutritious range of natural weight loss shakes.

Yokebe Classic with Honey contains naturally sourced ingredients and high quality proteins. Each shake is just 273 calories and is packed with all the vitamins and minerals the body requires. With a great, natural taste, which is also is gluten and GMO free, Yokebe contains twice as much protein as other meal replacement brands on the market.

The protein supports muscle mass maintenance, to enable the body to turn fat reserves into energy, whilst vitamin B5 and B12 promote normal energy metabolism, and vitamin B6 promotes normal protein and glycogen metabolism.

“We know that meal replacement shakes are trusted as a method of weight loss support. However often they are not nutritionally sound and can leave people feeling hungry,” comments Liz Hemus, Yokebe Senior Brand Manager. “Yokebe’s special combination of high-quality proteins and essential vitamins, minerals and micronutrients overcomes these barriers, offering the assurance of a highly nutritious weight loss support, whilst maintaining the body’s natural balance. We’ve included a simple diet plan and recipe ideas on the Yokebe website to support people follow a healthy balanced diet alongside the shakes.”

With almost two thirds (62%) of the UK population considered to be overweight or obese, many consumers are seeking support to help them manage their weight. Therefore it is critical that retailers offer a selection of evidence based options to support people to achieve weight loss success.

“Yokebe’ is a hugely popular and successful product because of its effectiveness in supporting weight loss,” adds Liz. “We believe UK consumers should be able to use a weight loss shake without compromising their nutrition and are certain that Yokebe will revolutionise the way we think about meal replacements.”

Mum of two, Sarah 43, from Hertfordshire, was tired of fad diets and wanted to try something different. Now, thanks to the Yokebe plan, she’s lost over a stone and a half.

“I’ve tried diets in the past but couldn’t ever stick to counting calories and often felt hungry”, says Sarah. “I had lost confidence but now my body, skin and hair all look better, and to lose over a stone is incredible. The diet plan was so easy to follow that it didn’t even seem like work. I feel like I’ve become the best version of myself and I can take on anything now!”

The £3.4 million launch is being supported with a highly disruptive multi-faceted marketing campaign designed to bring to life the physical and emotional journey of losing weight. The ATL strapline, ‘See who YouCanBe with Yokebe…’ celebrates the positives of losing weight, and champions all weight loss goals – large and small. This sentiment is being amplified through PR, social and on the Yokebe website – yokebe.co.uk.

Furthermore, as part of the launch the Yokebe team is engaging with healthcare professionals to understand the environmental and grassroot challenges being faced by those supporting people embarking on a weight loss journey. These insights will help ensure the brand is in the strongest position to best support dieters.

In addition to the Yokebe Classic with Honey powder tubs, the range also includes strawberry and chocolate options. The Yokebe range retails at MRRP £12.99* for the Classic with Honey (10 portions, 500g), Chocolate (9 portions, 450g) and Strawberry (9 portions, 450g) flavours. A Yokebe shaker costs MRRP £4.99* or consumer can buy a combination pack of the Yokebe Classic with Honey tub + Yokebe shaker combination for MRRP £14.99*.

All products in the range will be available from May in pharmacies and grocery stores across the UK including Boots, Superdrug, Sainsbury’s, Asda and Amazon. To ensure you have stock and access to the POS and training materials, contact: customer.service@ omegapharma.co.uk

*Pricing is solely at the discretion of the retailer.

OMEGA PHARMA LTD

Tel: 020 3598 9601

www.omegapharma.co.uk