SlimFast, one of the UK’s most recognisable consumer brands, is embarking on a major new chapter following a £5m investment from owner Supreme as it evolves from a heritage weight management brand into a broader health and wellness business.
The investment marks a significant transformation for SlimFast, with the company expanding beyond its traditional focus on weight loss to offer functional nutrition products designed to support modern lifestyles. The move reflects changing consumer habits, with growing demand for convenient, science-led products that support protein intake, digestive health, hydration, recovery, healthy ageing and overall wellbeing.
While 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, the brand is significantly broadening its portfolio to meet a wider range of health and nutrition needs.
The expanded range has been developed to support consumers at every stage of their wellness journey, from those managing their weight through traditional methods to users of GLP-1 weight-loss medications and individuals simply looking to improve their everyday nutrition.
Seven new products will launch in major retailers and on Amazon from mid-August. The range 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. Products will retail between £8.99 and £12.99.
Supreme acquired SlimFast in October 2025 with a clear ambition to leverage the brand’s widespread recognition and strong retail presence while applying its own expertise in developing high-performance nutritional products with market-leading flavours and formulations.
The £5m investment will support a fully integrated marketing campaign spanning in-store communications, out-of-home advertising, public relations, digital activity, influencer partnerships and consumer wellbeing education. The objective is to reposition SlimFast as a trusted and accessible everyday nutrition brand that appeals to a younger, health-conscious audience while continuing to serve its loyal customer base.
The initiative is supported by Supreme’s recent investment in a state-of-the-art wellness manufacturing facility in Manchester. The site has been designed to accelerate product development, providing greater flexibility to innovate, manufacture and launch products that respond quickly to evolving consumer health 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.”
The launch comes as demand for GLP-1 medications continues to accelerate. Usage of GLP-1 medicines has almost tripled over the past two years, with 6.3% of UK households, equivalent to around 1.9m people, now including at least one GLP-1 user. This compares with 2.4% in 2024.
Research also indicates that a further 3.3m people in the UK are considering weight-loss medication, while the global GLP-1 market is forecast to reach $190bn by 2035.
Supreme has established itself as a major player within the health and wellness sector and also owns Sci-Mx, producer of some of the UK’s leading creatine and soy protein products.
With significant investment, a broadened product portfolio and a renewed brand strategy, SlimFast is positioning itself to play a much larger role within the growing functional nutrition and wellness market, while continuing to build on the trust and recognition it has developed over decades in weight management.