SlimFast is the latest brand to zero in on the time restricted eating trend. The weight-loss giant recently debuted a collection of products fit for various lifestyles and fasting goals, including a range of protein shake mixes, hydrating electrolyte drink mixes and complete meal bars. The company said each product supports specific phases of the diet, whether it's to help curb hunger, offer nutrients or to provide energy.
"We saw a need for nationally distributed, accessible products that offer solutions to help people before, during and after their fast. These new products will meet people exactly where they are and give them simple, smart and satisfying solutions to successfully practice intermittent fasting,” said Sarah Lombard, senior brand director, SlimFast.
Lombard told NutraIngredients-USA that the line has several key ingredients designed to address specific stages and solve the pain points of the IF consumers in both their eating and fasting zones. The Shake Mixes contain a slow digesting protein blend to help IF dieters prepare for fasting by offering extended satiety; The Complete Meal Bar provides key nutrients and protein to ensure users break their fast in an optimal and strategic way; and the Hydration Supplement Drink Mix includes 100mg of natural caffeine help IF dieters stay hydrated, energized and manage hunger.
How the process works
“Everyone’s IF journey is personal,” Lombard said. “Each product serves a different purpose throughout a person’s fast.”
- While in the eating zone, consumers can fuel up with the SlimFast Intermittent Fasting Snack Shake Mix. Formulated with hunger control in mind, the shake mixes are used when preparing to fast to help curb hunger — or any time during the allocated eating zone.
- The SlimFast Intermittent Fasting Energizing Hydration Supplement Drink Mix can be consumed anytime to add electrolytes, energy and flavor without breaking a fast.
- The SlimFast Intermittent Fasting Complete Meal Bars contain vitamins and minerals— a healthy option during the eating zone.
The SlimFast Intermittent Fasting Protein Shake Mix comes in a 10-serving canister for $16.49, the Energizing Hydration Supplement Drink Mix is packaged in a 12-count box for $9.99 and the Complete Meal Bars come in 5-count boxes for $9.99. All products are available online at Walmart.com, SlimFast.com and in-store at Walmart locations nationwide.
Headquartered in Palm Beach Gardens, Florida, SlimFast has been selling diet shakes, bars, snacks, packaged meals and other supplement foods since 1977. In 2018, global nutrition group Glanbia purchased SlimFast from private equity firm Kainos Capital for $350 million.
At the time of the acquisition, Kainos managing partner Andrew Rosen stated in a press release, “Our acquisition of SlimFast came with no employees or systems. Behind the leadership of CEO Chris Tisi, who we partnered with when we invested in his company HNS in 2014, we quickly built a 60-plus person team in the US and the UK. This team, combined with our own internal resources, did a great job revitalizing what was an orphan brand within a large multinational company. SlimFast is positioned to continue its great success as a part of Glanbia.”
Weight management nutrition market share
A report from Grandview Research valued the global weight management market size at $132.7 billion in 2021, anticipating a compound annual growth rate (CAGR) of 9.7% over the forecast period of 2022 to 2030. The report said the market growth can be attributed to the growing number of online weight loss & management programs, growth in disposable income levels in developing countries, increasing government initiatives for creating awareness about weight management, and growing cases of obesity due to sedentary lifestyles.