The demand for weight management support is greater than ever, with 1 in 3 people actively working to lose weight. As the UK’s second-largest weight loss brand, SlimFast is uniquely positioned to help individuals achieve their goals. However, with changing consumer wants and needs, SlimFast needed adapt to these changes.

Consumer research revealed a shift in attitudes toward dieting, highlighting the increasing relevance of category and brand barriers. In response, in 2023 SlimFast repositioned itself to better align with these evolving trends.

The goal was to boost brand consideration, drive business growth, and establish SlimFast as a modern, relevant choice for today’s consumer. With a refreshed brand belief, a clearer target market, and a new campaign featuring a new ambassador, SlimFast successfully enhanced its brand health, delivering a fresh, contemporary look and feel.