SlimFast is repositioning itself from a heritage weight management brand into a broader functional nutrition business, backed by a £5m investment from its new owner, Supreme.
The rebrand reflects a wider shift in consumer demand: shoppers are increasingly seeking convenient products that support protein intake, digestive health, hydration, recovery and healthy ageing, alongside traditional weight management goals.
SlimFast will continue its established 3-2-1 plan of meal replacement powders, shakes, bars and snacks, but will expand into a new nutritional product range designed to serve consumers at every stage of their health journey — including those using GLP-1 weight-loss medications.
Seven new products will launch into major UK retailers and Amazon from August, spanning protein-plus-fibre blends, collagen-plus-creatine formulations, clear collagen protein, creatine hydration, a daily fibre boost and glucomannan weight management capsules.
The move lands squarely in an established trend: GLP-1 adoption is reshaping product development across the food and nutrition industry.
UK uptake of GLP-1 medicines has nearly tripled in two years, with around 6.3% of households — roughly 1.9 million people — now including a user, up from 2.4% in 2024.
A further 3.3 million people are said to be considering the medications, as the global GLP-1 market is projected to double from 2025 levels to reach $190bn by 2035.
Industry data suggests the typical UK GLP-1 consumer skews young, affluent and health-conscious.
Formulators are responding with nutrient-dense, higher-protein, lower-volume products designed to offset the muscle loss and micronutrient gaps associated with reduced food intake — a formulation logic which has been reflected in SlimFast's new collagen-plus-creatine and protein-plus-fibre lines.
Supreme, which acquired SlimFast in October 2025 and also owns sports nutrition brand Sci-Mx, is backing the relaunch with a fully integrated marketing campaign covering in-store communications, out-of-home, PR, digital and influencer outreach.
The company has also invested in a new wellness manufacturing facility in Manchester, intended to accelerate product innovation and give it more agility to respond to shifting 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."
