The revamp comes as Slimfast is being put under pressure by the popularity of the low-carbohydrate Atkins Diet. Unilever is investing in a new dieting concept and packaging, while axeing Slimfast's long-running testimonial advertising in an effort to inject new life into the brand.
Since its $2.3bn (£1.4bn) buy of the brand from Slimfast Foods in 2000, Unilever has been looking at ways of giving it a broader appeal to health-conscious consumers, instead of just those who are trying to lose weight within a specified period. But earlier this month, the firm said Slimfast's sales had been a factor in a slower than expected start to the year.
Slimfast, which is midway through sponsoring ITV1 travel show Wish You Were Here?, is introducing a new approach to dieting called 'The Six a Day Eating Plan'. This promotes the more regular consumption of balanced meals. The traditional model had favoured three Slimfast drinks and one full meal.
Unilever has decided that Slimfast's testimonial advertising, showing dieters who had lost weight while using the product, is outdated, and is ploughing at least £5m into new TV, radio and press ads created by Grey Worldwide London. These use humour to communicate the brand's focus on reaching modern consumers.
Enterprise IG, the global design agency, is creating new packaging to communicate stronger taste, convenience and goodness messages.
Overseen by Unilever's global marketing director for Slimfast, Michiel Kruyt, the packaging will outline the structure of a 'Slimfast Day' as an aid to consumers.
With an initial launch in Europe, the packaging is designed to add momentum to Unilever's aim of increasing the brand's sales outside the US.
Before Unilever's purchase of Slimfast, just 4% of sales came from outside the US, which rose to 13% last year. The company estimates that 25% of sales will come from non-US markets by 2005.
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