SlimFast UK is refreshing its range and visual identity as owner Supreme PLC broadens the brand beyond traditional weight management to target the wider health and wellness market.
The refreshed portfolio is designed to address changing consumer demand for functional nutrition, including products supporting protein intake, fibre consumption, hydration and healthier everyday food choices, alongside weight management.
Supreme also highlighted the potential role of SlimFast products in supporting consumers who are managing their weight alongside GLP-1 treatment programmes under medical supervision.
The business acquired the SlimFast UK brand in 2025 and said it has since been focused on redefining its role within the evolving wellness category while retaining the brand's established heritage and recognition.
The new range combines what Supreme describes as “great taste, nutritional credentials and accessible price points,” with products aimed at a broader audience of health-conscious shoppers.
The portfolio is also being given an updated visual identity. New packaging is designed to improve shelf standout and navigation across the range, while making nutritional benefits clearer to shoppers.
The refreshed SlimFast range will begin rolling out across major UK retailers, with Supreme positioning the move as an opportunity to attract both existing consumers and a new generation of shoppers.
Dan Clark, Supreme's head of Health & Wellness, 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.”
Clark said these nutritional goals should be viewed as part of a broader wellness journey rather than in isolation.
The refreshed portfolio includes flavours such as raspberry ripple and tropical twist, with Supreme highlighting the combination of taste and formulation at SlimFast's established accessible price positioning.