Founded in 1977, the heritage weight management brand is reinventing itself as it looks to become a broader functional nutrition business
Backed by a £5 million investment, SlimFast is rolling out seven new products across major retailers this month. This comprises: protein plus fibre in two flavours, raspberry ripple & caramel cookie; collagen plus creatine; clear collagen protein; creatine hydration; daily boost fibre; and glucomannan weight management capsules (RRP: £8.99 – £12.99)
The expanded portfolio has been designed to support consumers at ‘every stage of their health journey’. This includes those looking to manage weight traditionally, those using GLP-1s, and those looking to simply improve everyday nutrition
The expanded portfolio reflects changing consumer habits, with more people looking for convenient products that support protein intake, digestive health, hydration, healthy ageing, and recovery, alongside weight management
The move follows SlimFast’s acquisition by Supreme, which bought the business in October 2025 for £20.1 million
The brand had been performing poorly under its previous owner, Glanbia, which had been looking to offload it as a result
At the time, Supreme said it would be looking to expand SlimFast globally, move its powder products in-house, and “revitalise” the brand. These plans include capitalising on SlimFast’s heritage while also leveraging its own expertise in health as the owner of Sci-Mx – one of the UK’s leading creatine and soy protein (V-Gain) products
Since then, Supreme invested into a new wellness manufacturing site. Located in Manchester, the facility is designed to accelerate product innovation so the business can keep pace with consumer health trends
Today’s £5 million investment announcement is set to support a fully integrated marketing campaign; aimed at repositioning the brand as a simple, credible, everyday nutrition solution with a younger, health-oriented consumer
SlimFast will also continue to invest in its established 3-2-1 weight management plan, as it looks to retain its existing market
“We’re evolving SlimFast into a broader health and wellness brand built around functional nutrition that fits modern lifestyles,” said Dan Clark, head of health & wellness at Supreme
“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
“We believe these goals shouldn’t exist in isolation. Weight management, healthy nutrition and everyday wellness are all part of the same journey
“Every product combines great-tasting flavours such as raspberry ripple and tropical twist with effective formulations, all at the accessible price point consumers expect from SlimFast.”
SlimFast’s new functional nutrition range will be available across major retailers and Amazon from mid-August
