Asda slimzone statement
Asda Slimzone statement - 19/03/2017
Following on from our statement on 3rd February, Slimming World has been engaged in a legal action to ask Asda to remove our trademarks (Slimming World, Free and Extra Easy) from their Slimzone meals since the range launched in January. Asda’s decision to withdraw the meals comes just before a court hearing next week in which we were seeking an injunction over the trademark issue.
We have been open with Asda and our members about the fact that we were unable to give an accurate value for the Slimzone meals, and that our evaluation process for ready meals is complex, and has subjective as well as objective aspects. Although we repeatedly asked Asda to give us a more detailed breakdown of the ingredients used so that we could make an accurate assessment, they would not supply those details – so we were unable to confirm whether or not the meals would be designated as Free Food on Slimming World’s healthy eating plan.
It’s always been our view that Asda were misusing our trademarks to promote the range, trading on the back of our much-loved and respected name and reputation, regardless of whether the meals count as Free Food on our healthy eating plan.
It’s never been our intention to prevent Asda from selling healthy meals that help people lose weight – our concern has been about our trademarks, and we hope that Asda will be able to relaunch the range without relying on Slimming World’s trademarks or name.
Asda Slimzone statement - 03/02/2017
After careful consideration and on the advice of our legal team, Slimming World has this week taken action to ask Asda to remove our trade marks from their range of Slimzone meals.
We believe that Asda are unlawfully using our much loved and much respected name and trade marks on their meals (that’s Slimming World, Extra Easy and Free), and are trading on the back of our brand’s reputation, which we’ve built and nurtured over 47 years.
We’ve worked hard over the years to earn the trust and confidence of our Consultants, our members and the UK and Irish public – and maintaining that trust and confidence is at the heart of our decision.
At the same time, we have decided that we won’t be adding the Slimzone products to our official nutrition database. We are unable to give an accurate value for them and by our calculations from the very limited information we’ve been able to obtain, a number of the meals could not be designated Free. Although we asked Asda to let us have a more detailed breakdown of the ingredients used, they have not supplied those details and we have put on hold any decision about whether or not to include the meals in our official database.
We know that this news will be frustrating to some members and we are truly sorry for the disappointment it will cause. The situation is beyond our control. The case is now in the hands of a judge and we won’t be able to comment further on the meals themselves until we know the outcome of the case.
In the meantime our primary focus in our groups remains unchanged: to deliver our very best service to members. That service means supporting members to develop ideas and strategies in group each week and, wherever they can, to create satisfying healthy meals for themselves and their family (if that is what they’d like to do) from scratch, and from the huge list of delicious and filling Free Foods listed in our Food Optimising books. We believe this is the best way to help our members to navigate their own personal route to a healthy new lifestyle that will help them to lose weight and to sustain their healthy new weight for life.
About Slimming World
Slimming World was founded by Margaret Miles-Bramwell (OBE, FRSA) in 1969. There are now more than 16,000 weekly groups supporting 900,000 members across the UK and Republic of Ireland. Groups are run by a network of 4,500 community-based Slimming World Consultants, who receive specific training in the role of diet and physical activity in weight management, as well as sophisticated behaviour-change techniques.
Slimming World’s healthy eating plan, Food Optimising, is based on the science of satiety and energy density. Our phased activity programme, Body Magic, eases members into activity until it becomes an intrinsic part of their daily routine. The principles behind Slimming World’s philosophy are based on a deep understanding of the challenges faced by overweight people and recognition that those who struggle with weight carry a double burden, the weight itself and a burden of guilt and shame about their weight. Slimming World’s programme integrates practical, up-to-date advice with a highly developed support system based on care and compassion, and Consultant training focuses on facilitating behaviour change in a warm and friendly group environment. Consultant training is delivered through the Slimming World Academy. Slimming World also invests in a comprehensive research programme to develop its support for long-term weight management. The group support provided by Slimming World is recognised as effective by the National Institute for Health and Clinical Excellence (NICE) and the NHS.