Backed by a £5million marketing investment from new owner Supreme, SlimFast has been remodeled into a ‘trusted everyday nutrition solution’ to support the growing number of shoppers who are looking to support protein intake, digestive health, hydration, recovery and healthy aging, alongside weight management.
“GLP-1 medications are reshaping the category and changing the conversation around weight management and nutrition,” Dan Clark, head of health & wellness at Supreme. “At the same time, we’re seeing growing consumer interest in products that help support protein intake, fibre consumption and overall nutritional balance. We view this as part of a broader shift away from calorie-focused solutions towards products that support longer-term health and wellbeing.”
The expanded portfolio is designed to support a wider range of consumers – including those managing their weight traditionally, those using GLP-1 weight-loss medications and those simply looking to improve everyday nutrition.
The seven new products, launching this month, include: Protein plus fibre (in raspberry ripple and caramel cookie flavors), Collagen plus creatine, Clear collagen protein, Creatine hydration, Daily boost fibre and Glucomannan weight management capsules.
“Our strategy reflects changing consumer needs, particularly around protein, fibre and everyday nutritional support, which are increasingly relevant to a wider range of consumers beyond those following traditional diet programs,” Clark told NI.
He said the new products will be relevant to both existing SlimFast consumers, as well as a younger demographic of people looking for “accessible options to support their wider health and wellbeing goals”.
A £5M investment will support a fully integrated marketing campaign, split across in-store brand communications, out of home, PR, digital and influencer outreach and wellbeing education.
The aim is to reposition the brand as a simple, credible, everyday nutrition solution with a younger, health-oriented consumer, alongside its existing loyal customer base.
SlimFast will continue to support and invest in its established 3-2-1 weight management plan, including meal replacement powders, ready-to-drink shakes, bars and snacks while developing its new range of nutritional products.
“While weight management remains an important part of our heritage, consumers today aren’t simply trying to lose weight. They want trusted advice and convenient nutrition that supports protein intake, digestive health, hydration, healthy ageing, muscle maintenance and overall wellbeing,” added Clark.
Repositioned for GLP-1 era
The opportunity comes as demand for GLP-1 medicines continues to rise. GLP-1 use has nearly tripled over the past two years. Data from Worldpanel by Numerator suggests that GLP-1 medication use in Great Britain has nearly tripled over two years. Now, 6.3% of UK households - around 1.9 million people - include at least one GLP-1 user, up from 2.4% in 2024.
A further 3.3 million people in the UK are considering weight loss medication, with the GLP-1 global market projected to double from 2025 levels to reach $190 billion by 2035 (Morgan Stanley, 2026).
Supreme, which also owns the sports nutrition brand Sci-Mx, snapped up SlimFast in October 2025 with the plan of leveraging the brand’s awareness and extensive listings, while playing to its own core brand strengths - producing high-performance supplements with outstanding flavors.
Supreme has also recently invested in a new wellness manufacturing facility in Manchester. Designed to accelerate product innovation, this facility gives the business greater agility to innovate, manufacture and launch products that meet rapidly changing consumer health and wellness trends.
