SlimFast® shakes up weight loss category with re-launch

SlimFast®, the number one meal replacement brand in UK is set to shake up the weight loss category with a £7 million investment and major brand re-launch in September, inclusive of a £3 million integrated marketing campaign and innovation programme.

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The biggest re-launch in the brand’s 38 year history is expected to drive brand reappraisal and attract new customers with ambitions to see a significant uplift in category sales and penetration in the next four years.

After its purchase from Unilever by Kainos Capital in July 2014, the new 18 strong SlimFast UK team have focused on growing the brand and business capabilities via a planned, holistic five step process which includes consumer research and category insights, brand development, commercial planning and launch execution.

Of the consumer and category insights work already done, Lindsay Reisser-Weston, SlimFast UK Managing Director says: “Across the last six months we have surveyed over 4,500 UK consumers to better understand their weight loss needs. These insights have hugely influenced our thinking and helped shape the new SlimFast brand offering.”

The new look SlimFast brand was launched in September 2015 with a new packaging look and feel designed to dial up its taste credentials and create impact. To support its health credentials, the SlimFast powders and Ready-to-Drink shakes have also been reformulated and contain 30% less sugar.

Reisser-Weston continues: “At SlimFast we’re committed to providing consumers with a range of great tasting products that are nutritionally balanced, to support their weight loss success. As part of that commitment, we continually listen to customer feedback, adapt to societal trends and invest in new product development.”

“As a responsible weight loss brand, we have reduced the sugar content across our Powders and Ready-to-Drink Shakes range by 30%.  This sugar reduction has been achieved without compromising our great taste, and is the first phase of an ongoing review of all our products”

Introducing NEW SlimFast Noodle Boxes

As part of its biggest re-launch in history, SlimFast is launching a range of savoury products, inventing a whole new sub-category. SlimFast Noodle Boxes made with SlimTaki® noodles are as versatile as they are tasty. They can be enjoyed as part of a quick lunch in the office, to supplement a main meal or as a filling savoury snack on the go.

New SlimFast SlimTaki® noodles are made from konjac. An Asian root vegetable, konjac contains virtually no calories and zero fat and sugar. Approved by the European Food Safety Authority (EFSA), in its raw form, konjac contains a soluble fibre which has to the ability to slow down the passage of food through the digestive tract and reduce cholesterol.

Reisser-Weston says: “With the launch of SlimFast Noodle Boxes, not only are we offering a tasty savoury counter-part to the brand’s established portfolio; we’re also creating a whole new sub category which will drive growth. For the first time, UK consumers have the opportunity to enjoy this fantastic vegetable’s weight loss properties via our SlimTaki® noodles.”

The new SlimFast Noodle Box range of tasty savoury noodles has been available from major retailers since 9th September, in three of the UK’s favourite flavours – Chicken Tikka Masala (81 calories), Spaghetti Bolognaise (76 calories) and Spicy Thai Noodles (70 calories). They are ready to eat from the microwave in just two minutes and can be enjoyed as a hearty filling snack or part of a bigger meal. The SlimFast noodle box range will have a MRRP of £3.29  per 240g/250g box.

In conjunction with SlimFast’s biggest re-launch to date, the brand will be investing in a £3million integrated marketing campaign which is the platform for a long term strategy to drive reappraisal and saliency, creating impact and engagement with consumers covering a number of touchpoints including OOH, Digital, Press & Sampling.

“With a new heavy-weight management team and significant investment in our growth agenda, including our innovative NPD, SlimFast is on fast track to overshadow its former success.”

SlimFast Announces Kimberley Walsh as New Celebrity Weight Loss Ambassador

SlimFast has announced Kimberley Walsh as its new celebrity weight loss ambassador. Kimberley, who returned to the London west end in Sweet Charity in September has successfully lost the last of her post pregnancy weight thanks to the SlimFast plan.

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