"The addition of SLIMFAST to the Heartland family, alongside our SPLENDA BRAND, reinforces our commitment to helping consumers live healthier, more balanced lives," said Ted Gelov, Heartland Chair and CEO.
"Both brands share a common purpose, empowering people to make better choices without sacrificing taste or enjoyment."
"Together, we can deliver trusted solutions in weight management and sugar reduction, two of the biggest consumer needs shaping the future of nutrition."
In February this year, Glanbia announced its intent to sell SlimFast.
As part of its portfolio review and to ensure the Group can focus on high-growth opportunities, the Group has evaluated the role of its Benelux Direct-to-Consumer e-commerce business, Body & Fit, and its weight management brand SlimFast, deciding to exit both businesses.
The Group continues to evaluate its broader portfolio with a focus on delivering sustainable and profitable growth.
Glanbia acquired SlimFast in 2018 as an adjacency to its performance nutrition brand portfolio.
The SlimFast business performed strongly in its initial years. However, the weight management category and consumer behaviours around weight loss have changed since the COVID-19 pandemic, with consumers shifting towards alternatives, including high-protein products and other solutions.
Glanbia has right-sized its investment for the SlimFast brand in recent years.
In 2024, SlimFast represented less than 7% of Glanbia’s branded portfolio.
Strategically, Glanbia is sharpening its focus and investment on the brands with the greatest potential to grow. As a result of this, we have made the decision to exit the SlimFast brand.