Supreme is backing a seven-product SlimFast relaunch priced £8.99–£12.99, timed to GLP-1 use in 6.3% of UK households. New range lands mid-August.
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SlimFast's new owner is spending £5 million to turn the heritage diet brand into a functional nutrition business. Supreme, which bought the brand in October 2025, will launch seven new products across major UK retailers in August, priced from £8.99 to £12.99.
Supreme is reframing SlimFast around everyday wellness rather than weight loss alone. The legacy 3-2-1 plan and its meal replacement powders, ready-to-drink shakes, bars and snacks continue to get investment; the new line sits alongside them and aims at a different shopper.
Launch timing follows GLP-1 adoption numbers Supreme cites in its release. Use of the drugs has nearly tripled in two years. About 6.3% of UK households, roughly 1.9 million people, now include at least one GLP-1 user, up from 2.4% in 2024. Another 3.3 million Britons are considering weight-loss medication. The global GLP-1 market is projected to double from 2025 levels to $190 billion by 2035.
Seven products make up the August launch, including protein plus fibre in raspberry ripple and caramel cookie flavours, collagen plus creatine, clear collagen protein, creatine hydration, a daily fibre boost and glucomannan capsules. Distribution runs through major retailers and Amazon.
Dan Clark, head of health and wellness at Supreme, said the brand is being rebuilt around functional nutrition. "We're evolving SlimFast into a broader health and wellness brand built around functional nutrition that fits modern lifestyles," Clark said. "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."
His second point carries the strategic logic: "We believe these goals shouldn't exist in isolation. Weight management, healthy nutrition and everyday wellness are all part of the same journey," he said. The products map to that view. Protein and creatine support muscle retention, a known concern for GLP-1 patients whose rapid weight loss can strip muscle along with fat. Collagen targets the healthy-ageing shopper. Glucomannan, a soluble fibre that expands in the stomach, is the closest the range comes to a traditional diet aid.
GLP-1 numbers Supreme chose to publish make the point. Meal replacement plans and weight-loss drugs are competing routes to the same outcome, and the drug route is growing faster. A heritage diet brand faced a simple problem: the weight-management shopper was becoming the GLP-1 shopper. Supreme's answer is to keep the 3-2-1 plan and sell the drug user protein, fibre and hydration that support the treatment rather than fight it.
The $190 billion projection covers the drugs themselves. SlimFast's addressable piece is the smaller adjacent market for food and supplements consumed around them, which is why the launch price points sit at grocery levels rather than pharmacy levels.
Protein leads the mix. A traditional weight-loss launch leads with shakes and meal bars; this one leads with protein, creatine, collagen and fibre, categories that hold up when calorie intake falls because of a prescription rather than a diet plan.
GLP-1 treatment changes the nutrition problem rather than removing it. The drugs cut appetite sharply in the first months, and patients often eat less than their protein needs in the process. Muscle loss during rapid weight loss is a documented downside of the treatment, and the protein and creatine products are built around it. The glucomannan capsules tackle appetite from the food side.
Supreme splits the target four ways: the traditional 3-2-1 dieter, the GLP-1 patient, the fitness shopper and the older consumer focused on healthy ageing. The August line has a product for each, and the marketing campaign reaches across all four.
The launch puts SlimFast into a crowded aisle. Protein drinks and collagen powders fill the wellness sets of the same grocers, and sports-nutrition labels have pushed toward everyday consumers in recent years. Supreme's counter is distribution and price: established listings inside the £8.99–£12.99 band SlimFast's customers already know.
Supreme is running the transformation through operations it already owns. The company bought SlimFast for its name recognition and its supermarket listings, then said it would pair those with its own strengths in supplements and flavours. Supreme owns Sci-Mx, maker of one of the UK's leading creatine and soy protein products, sold under the V-Gain label. The new SlimFast formats are the same production categories the sports-nutrition arm already handles.
Supreme has also put money into capacity. A wellness manufacturing facility in Manchester, described by the company as state-of-the-art, is designed to accelerate product innovation and shrink the gap between formulation and launch. The plant lets Supreme respond to shifts in health and wellness demand with in-house production rather than third-party contracting, the company said.
In-store displays, out-of-home advertising, PR, digital, influencer outreach and wellbeing education split the £5 million. Supreme's stated job for the campaign is to reposition SlimFast as a credible everyday nutrition choice for a younger, health-oriented shopper, while keeping the existing loyal base.
Shelf presence is the asset newer wellness brands lack. Supreme cited "brand awareness and extensive listings" when it agreed the deal, an acknowledgement that winning space in UK grocers is the hard part of a food launch. The same name recognition ties SlimFast to its dieting past, which is why the campaign brief explicitly targets a younger, health-oriented audience. Clark pegged the pricing to what he called "the accessible price point consumers expect from SlimFast."
The August slot puts the range in stores before the key autumn selling period, and the Amazon listing gives Supreme a channel it controls alongside the grocers. Supreme has not disclosed a timeline beyond the August launch or named which retailer gets the first in-store reset.
The 3-2-1 plan stays in the portfolio and stays funded. The first new products under Supreme's ownership reach major retailers and Amazon from mid-August.
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