That’s why Slimming World’s going to Iceland

Commenting on the launch of the food range, Slimming World’s Head of Nutrition and Research, Dr Jacquie Lavin says: “Slimming World’s fundamental goal has always been to help its members develop new healthy eating habits and a new relationship with food, away from high-fat, high-calorie fast foods. Our 4,000 Consultants encourage members to cook from scratch, using everyday foods that you can buy in any supermarket and we have a huge library of recipes in publications and online. Cooking healthy, filling meals from scratch is, and always will be, at the heart of Food Optimising.

“However, with today’s modern, busy lifestyles there are times when even the best-laid plans to prepare healthy home-cooked meals can be scuppered and our members tell us it’s when time is short that they’re most likely to go off track. That’s when they end up grabbing a ready meal that leaves them unsatisfied or having a high-calorie takeaway, because they didn’t have a convenient, delicious, healthy meal to hand. For many years our members have been asking us to bring out a food range that fits with our eating plan and we’ve always resisted. Until now we’ve never been able to find a partner who could help us to develop meals using Free Foods and deliver great value for money together with premium quality – two principles on which we won’t compromise.”

Setting out to transform the face of ‘diet’ meals with its Free Food approach, Slimming World has now created a food range that is generously portioned, delicious and great value. The weight management organisation has teamed up with leading frozen food innovator Iceland – one of the few manufacturers that could offer the quality, value and generosity Slimming World expects for its members.

Nigel Broadhurst, Iceland Joint Managing Director, says: “Due to both Slimming World and Iceland’s high standards, the meals have been in development for more than a year. From sourcing a bespoke lean beef for our beef dish, to trying dozens of different marinated chicken pieces for tikka masala, both firms have gone much more than the extra mile – we’ve literally gone across the globe – to ensure every meal uses high-quality ingredients, is packed with tasty ingredients and offers great value for money.

“The meals are frozen because the natural process of freezing means that all of the great flavours have been locked in. They are frozen as soon as they’ve been made so they stay in peak condition. As a result, every one of the 10 products in the range is full of the flavour of a home-cooked meal. They’re in a generous portion size too,” he adds.

Slimming World invests millions into weight management research including the science which underpins its Food Optimising eating plan. The plan is based on the principles of energy density, and encourages members to base their diet on satisfying everyday foods that are naturally lower in energy density (calories per gram) – Slimming World calls these ‘Free Foods’, and they include foods like poultry, fish, lean meat, eggs, pulses, pasta, rice, potatoes, fruit, vegetables and fat-free dairy products.

“By introducing this food range that’s based on Food Optimising and Free Foods we’re confident that we are helping members to succeed in their long term weight management. Every meal has the recipe printed on the packaging too, so consumers who may be nervous about trying new foods or testing their cooking skills are encouraged to try to recreate the meals at home when they have time,” adds Dr Jacquie.

The meals can either be eaten for one, or shared for a lighter meal, and are designed to be eaten with plenty of added veg for extra filling power, in line with the principles of Food Optimising. The packaging stays true to Slimming World’s high standards and production values and each beautifully photographed meal comes in a 450-550g pack. The brand-new range of Slimming World meals is available exclusively in Iceland’s 850 stores from 18 February, priced at £3 per meal, and is also available to order online at Iceland.co.uk. The meals will be on sale in the Republic of Ireland from 21 February, at €3 each.