SlimFast is undergoing a transformation backed by a £5 million marketing investment from its new owner, Supreme. The brand aims to position itself as a ‘trusted everyday nutrition solution’ to meet the rising demand for products that enhance protein intake, digestive health, hydration, recovery, and healthy aging, in addition to weight management.
Dan Clark, head of health & wellness at Supreme, noted that GLP-1 medications have significantly impacted the conversation around weight management and nutrition. There is a growing interest among consumers in nutritional products that go beyond calorie counting, focusing instead on long-term health and wellbeing.
To cater to a broader audience, SlimFast has launched seven new products, including different protein and fiber options, collagen supplements, hydration aids, and weight management capsules. The strategy targets both current SlimFast users and younger consumers seeking accessible health solutions.
With the marketing investment, the brand plans to conduct an integrated campaign across various platforms to reestablish itself as a credible nutrition source for a younger health-focused demographic, while still supporting its traditional weight management programs.
This repositioning aligns with rising demand for GLP-1 medications, which have seen usage nearly triple in the UK over the past two years. Approximately 6.3% of UK households now include at least one GLP-1 user, highlighting an increasing trend in weight-loss medication considerations.
Supreme, having acquired SlimFast in October 2025, plans to leverage its brand strength and has invested in a new wellness manufacturing facility in Manchester to boost product innovation and responsiveness to market trends.
