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SlimFast is repositioning itself as a broader functional nutrition brand, with new owner Supreme investing £5 million in the UK business.

The investment will support the transformation of the heritage weight management brand into an everyday nutrition proposition targeting consumers seeking products for protein intake, digestive health, hydration, recovery, healthy ageing and weight management.

SlimFast will retain its established 3-2-1 weight management plan, including meal replacement powders, ready-to-drink shakes, bars and snacks, while expanding its portfolio with seven new functional nutrition products.

The new range, set to launch through major retailers and Amazon from mid-August, includes Protein Plus + Fibre in Raspberry Ripple and Caramel Cookie flavours, Collagen Plus Creatine, Clear Collagen Protein, Creatine Hydration, Daily Boost Fibre and Glucomannan Weight Management Capsules.

The products will retail at between £8.99 and £12.99.

Supreme acquired SlimFast in October 2025, with the company aiming to leverage the brand's established consumer recognition and retail distribution while applying its expertise in sports nutrition and wellness.

The £5m investment will fund an integrated marketing campaign spanning in-store communications, out-of-home advertising, PR, digital and influencer activity, alongside wellbeing education.

According to Supreme, the campaign will target a younger, health-focused audience while continuing to engage SlimFast's existing customer base.

Dan Clark, head of health & wellness at Supreme, said the business was “evolving SlimFast into a broader health and wellness brand built around functional nutrition that fits modern lifestyles”.

“While weight management remains an important part of our heritage, consumers today aren’t simply trying to lose weight,” he said. “They want trusted advice and convenient nutrition that supports protein intake, digestive health, hydration, healthy ageing, muscle maintenance and overall wellbeing.”

Clark added that the company sees weight management, healthy nutrition and everyday wellness as interconnected areas of consumer health.

The expansion also reflects the growing influence of GLP-1 weight-loss medications on the nutrition market. According to figures cited by Supreme, 6.3% of UK households – equivalent to around 1.9 million households – now include at least one GLP-1 user, up from 2.4% in 2024.

A further 3.3 million people in the UK are reportedly considering weight-loss medication.

SlimFast said its expanded portfolio has therefore been designed to appeal not only to consumers pursuing traditional weight management, but also those using GLP-1 medications and consumers seeking to improve their everyday nutritional intake.

Supreme has also recently invested in a new wellness manufacturing facility in Manchester. The company said the site will provide greater flexibility to develop, manufacture and launch products in response to emerging health and wellness trends.

The investment strengthens Supreme's position in the functional nutrition market, with the company also owning sports nutrition brand Sci-Mx, which produces creatine and soy protein products under the V-Gain brand.