The cereal-based bars offer dieters a greater choice of meal-replacement options, and are designed to make it easier to stick to a diet.
Slimfast currently offers only chocolate and toffee-flavoured bars.
From this month, Yoghurt Muesli, Fruits of the Forest and Chocolate Crunch bars are being added to the range. Each 60g bar contains a maximum of 225 calories and is half-dipped in a chocolate or yoghurt coating. The launch of the bars will be supported by point-of-sale communications and in-store promotions.
Slimfast is also promoting its range of low-calorie frozen evening meals this month (Marketing, December 11). The slimming brand wants to capitalise on media criticism of the Atkins diet.
The frozen meals launch will be supported by direct mail from the end of January, created by Joshua, appointed last month, and an above-the-line campaign by Grey London. This will include press executions and a TV ad, breaking on January 19.
Other activity includes six million leaflets in eight women's lifestyle titles. The work, which launches this week, is through below-the-line agency Simpson Mahoney Parrock. It challenges people to fit back into their jeans within three weeks by following the Slimfast plan.
The leaflets also announce a cross-promotion between Slimfast and several hair salons, offering a free haircut to the value of £30 in exchange for Slimfast proof of purchase.
Separately, the brand is re-running a 30-second TV brand ad that broke in July. The execution, featuring a girl in a swimming pool, focuses on the difficulty of sustaining a diet, and explains how Slimfast products can help.
The Slimfast brand relaunched in June 2003 with the concept of six eating occasions a day. The plan is designed to reduce the energy highs and lows often experienced while dieting.
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