SlimFast invests £5m in functional nutrition
SlimFast is investing £5 million into the debut of a new functional nutrition range. The brand is looking to expand beyond its traditional weight management focus under its new owner, Supreme. This significant financial push is designed to reposition the legacy diet brand as a simple, credible everyday nutrition solution for a younger, health-oriented consumer.
New Product Lines Hit Major Retailers
Six new product lines will land in retailers this month. The collection features Protein Plus Fibre, which is available in raspberry ripple and caramel cookie flavors. Other additions include Collagen Plus Creatine, Clear Collagen Protein, and Creatine Hydration. The list is completed by Daily Boost Fibre and Glucomannan Weight Management Capsules.
These items will be stocked at major supermarkets including Tesco, Sainsbury’s, Asda, and Morrisons. They will also be available at Boots, Amazon, and Home Bargains. The suggested retail price for the new range falls between £8.99 and £12.99.
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For a generation that prioritizes holistic health over simple calorie counting, this pivot represents a necessary survival strategy. The distinction between dieting and daily nutrition is blurring, requiring legacy brands to offer more than just meal replacement shakes to stay relevant on store shelves. It acknowledges that the modern consumer is looking for specific benefits like digestion support and hydration rather than just calorie restriction.
Manufacturing and Ownership Changes
Supreme acquired SlimFast in a £20 million deal last year. Since the acquisition, Supreme has invested in opening a new “wellness manufacturing facility” 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 noted that the new facility provides the infrastructure needed to support the brand’s evolution. Supreme owns several other brands alongside SlimFast. Its portfolio includes tea brand Typhoo, soft drinks producer Clearly Drinks, and sport nutrition brand Sci-Mx. The company is also a leading supplier of vapes, batteries, lighting, and cleaning products.
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Shifting the Brand Strategy
Dan Clark, head of health and wellness at Supreme, explained the company’s evolving direction. “We’re evolving SlimFast into a broader health and wellness brand built around functional nutrition that fits modern lifestyles,” he said.
The brand will continue to support its “3-2-1” weight management plan. This established regimen includes meal replacement powders, ready-to-drink shakes, bars, and snacks. While these core items remain, the company is actively launching a wider range of nutritional products to sit alongside them.
Clark noted that while weight management is part of the brand’s heritage, consumers today want more than just weight loss. “Consumers today aren’t simply trying to lose weight,” he stated. “They want trusted advice and convenient nutrition that supports protein intake, digestive health, hydration, healthy aging, muscle maintenance and overall wellbeing.”
