SlimFast will seek to shake up the UK weight loss category with a £7m investment in a major brand relaunch, integrated marketing campaign and programme of innovation.
The biggest relaunch in the brand’s history is anticipated “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,” the brand said. It will be supported by the rollout of a £3m marketing campaign covering out-of-home and digital advertising, press activity and sampling, which will form “the platform for a long-term strategy to drive appraisal and saliency, creating impact and engagement with consumers”.
SlimFast will also launch a new line of noodle boxes, made using SlimTaki noodles. Available in Thai noodle, spaghetti bolognese and chicken tikka masala variants, the new boxes can be enjoyed either as a filling snack, supplement to a main meal, or as a quick lunch in itself. With a recommended retail price of £3.29 for each 240g or 250g box, all three flavours contain no more than 81 calories each.
The range will launch with a new packaging design next month, alongside a reformulation of SlimFast’s portfolio of powders and ready-to-drink shakes.
SlimFast UK managing director Lindsay Reisser-Weston said: “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.
“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.
“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.
“With a new heavyweight management team and significant investment in our growth agenda, including our innovative NPD, SlimFast is on fast track to overshadow its former success.”
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