SlimFast is broadening its proposition beyond traditional weight management as new owner Supreme invests £5m in a functional nutrition strategy designed to reach consumers across a wider range of health and wellness needs.

SlimFast is undergoing a significant shift, moving from its heritage as a weight management brand towards a broader functional nutrition proposition aimed at the growing number of consumers seeking convenient products that support everyday health.

The transformation follows Supreme’s acquisition of SlimFast in October 2025 and is being backed by a £5m investment spanning marketing, product development and the expansion of the brand’s nutritional portfolio.

While SlimFast’s established 3-2-1 weight management plan will remain an important part of the business, the company is now targeting a wider set of nutritional needs, including protein intake, digestive health, hydration, recovery, muscle maintenance and healthy ageing.

The move reflects a broader change in the functional nutrition market, where products once associated with specialist sports nutrition or weight management are increasingly being positioned for mainstream consumers.

For SlimFast, that means moving beyond a single consumer objective and developing a portfolio intended to support different stages of a health and wellness journey.

Seven new products are due to launch in major retailers and Amazon from mid-August. The range includes Protein Plus + Fibre in raspberry ripple and caramel cookie flavours, Collagen + Creatine, Clear Collagen Protein, Creatine Hydration, Daily Boost Fibre and Glucomannan Weight Management Capsules.

The products have recommended retail prices ranging from £8.99 to £12.99.

The strategy also reflects the growing influence of GLP-1 weight-loss medications on the nutrition market. According to figures supplied by SlimFast, GLP-1 use in the UK has nearly tripled over the past two years, with 6.3% of UK households – around 1.9 million – now including at least one GLP-1 user, compared with 2.4% in 2024.

A further 3.3 million people are reported to be considering weight-loss medication, while the global GLP-1 market is projected to reach $190bn by 2035.

The development creates an opportunity for nutrition brands to address needs extending beyond weight reduction, particularly around maintaining protein intake, supporting muscle and managing fibre and hydration.

SlimFast is consequently positioning its new portfolio to appeal both to consumers using GLP-1 medication and to those seeking to improve their everyday nutrition without necessarily pursuing weight loss.

For manufacturers, the move illustrates how changing consumer behaviour is encouraging established brands to diversify into adjacent functional nutrition categories rather than relying on a single product proposition.

Supreme is also bringing manufacturing capability into the strategy. The company has recently invested in a new wellness manufacturing facility in Manchester, which it says is designed to accelerate product innovation and provide greater agility in developing, manufacturing and launching products in response to changing health and wellness trends.

That capability is particularly relevant as functional nutrition becomes increasingly fragmented, with demand emerging across multiple benefits and consumer occasions rather than a single defined category.

Dan Clark, Head of Health & Wellness at Supreme, said the company was evolving SlimFast into a broader health and wellness brand built around functional nutrition for modern lifestyles.

“While weight management remains an important part of our heritage, consumers today aren’t simply trying to lose weight,” he said. “They want trusted advice and convenient nutrition that supports protein intake, digestive health, hydration, healthy ageing, muscle maintenance and overall wellbeing.”

The £5m investment will also fund an integrated marketing programme covering in-store communications, out-of-home advertising, PR, digital activity, influencer outreach and wellbeing education.

The objective is to reposition SlimFast as an accessible, everyday nutrition brand while retaining its existing customer base.

The strategy draws on Supreme’s wider position in the health and wellness market. The company also owns Sci-Mx, which produces creatine and soy protein products including V-Gain.

For SlimFast, the challenge now will be to translate the recognition built through decades of weight management into credibility across a much broader functional nutrition market.

The investment nevertheless highlights a significant shift in the category: as consumers increasingly view nutrition through the lens of multiple health objectives, established food and supplement brands are looking beyond traditional category boundaries to capture the opportunity.