SlimFast, one of the UK’s most recognisable brands, is transforming from a heritage weight management brand into a broader functional nutrition business designed for today’s health-conscious consumer.
Backed by a £5 million investment from new owner Supreme, the brand is recasting SlimFast as a trusted everyday nutrition solution that meets the needs of consumers across a range of health and wellness goals.
The transformation reflects changing consumer habits, with more shoppers looking for convenient products that support protein intake, digestive health, hydration, recovery and healthy ageing, alongside weight management.
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 a new range of nutritional products.
The expanded portfolio has been designed to support consumers at every stage of their health journey – 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, due to launch in major retailers from August, include: 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).
Supreme snapped up the brand in October 2025 with the plan of leveraging SlimFast’s brand awareness and extensive listings, while playing to its own core brand strengths – producing high-performance supplements with outstanding flavours.
The £5million investment will support a fully integrated marketing campaign, split across instore brand communications, out of home, PR, digital and influencer outreach and wellbeing education. Its job is to reposition the brand as a simple, credible, everyday nutrition solution with a younger, health-oriented consumer, alongside its existing loyal customer base.
Supreme has also recently invested in a new state-of-the-art 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.
Dan Clark, Head of Health & Wellness at Supreme, said: “We’re 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. 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.”
Supreme has established itself as a major player in the health and wellness category and is also the owner of Sci-Mx, which produces one of the UK’s leading creatine and soy protein (V-Gain) products.
The opportunity comes as demand for GLP-1 medicines continues to rise. GLP-1 use has nearly tripled over the past 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 20241.
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 20352.
SlimFast’s new functional nutrition range will be available across major retailers and Amazon from mid-August
