Lucky Slimming World member could see their recipe in Iceland freezers with new competition


Slimmers are turning up the heat in the kitchen in the hope of seeing their very own recipe in supermarket freezers.

Slimming World has launched a nationwide search for a new recipe to join its food range, available exclusively in Iceland and The Food Warehouse stores.

Members of its 7,700 groups across the UK and Ireland are being invited to create their own original healthy recipes as part of a national cookery competition, which will see the winning meal hit the supermarket this autumn.

The cook-off is part of Slimming World’s Free Food Festival campaign which has run annually for eight years, though this is the first time the winning recipe will join their food range.

Free Food Festival celebrates Free Food – the concept at the heart of Slimming World’s Food Optimising eating plan. Free Foods are those foods that are lower in calories for their weight (lower energy dense foods) so they help to fill you up and keep you satisfied for longer. These include everyday favourites, like pasta, potatoes, fruit, lean meat and veggies. All products within Slimming World’s exclusive food range at Iceland are made with Free Food, and slimmers can be guaranteed top quality flavours and ingredients while still achieving successful weight losses.

Nutrition, Research and Health Policy Manager at Slimming World Carolyn Pallister says: “Free Food is the superhero at the heart of our eating plan, giving members the freedom to live the life they want, eat the food they love and still lose weight. The competition is a fun way to harness this and help our members to discover some delicious new recipe ideas along the way.

“With so many Free Foods there’s no limit to the dishes members can create with them and every week in our groups we see such creativity from members as they share food ideas and swap recipes – they’re so inventive and have real fun and enjoyment with food, which isn’t always what people expect when they’re losing weight! Slimming World groups are great hubs of support and inspiration, and Free Food Festival and the competition are extensions of that. So we’re really excited to see what tasty and original recipes they come up with this year – and for the winning meal to hit the freezer aisles in Iceland later this year.”

Entrants will be making and sharing their recipe creations in cook-off events held in their weekly Slimming World group. Every group will select their favourite recipe to enter the national competition. The top 10 winners will then be chosen by a panel of judges made up of Slimming World’s in-house experts including Head of Food and Publications Allison Brentnall, and Head of New Product Development & Process at Iceland Jessica Martin and Iceland’s Development Chef Matt Castelli They will receive £100/€130 worth of shopping vouchers and their recipe will be featured on the Slimming World app and blog, as well as the organisation’s member-only website.

Carolyn Pallister, Nutrition, Research and Health Policy Manager

“Free Food is the superhero at the heart of our eating plan, giving members the freedom to live the life they want, eat the food they love and still lose weight. The competition is a fun way to harness this and help our members to discover some delicious new recipe ideas along the way. "

Carolyn Pallister, Nutrition, Research and Health Policy Manager

The top three cook-off champions will also see their recipe feature in best-selling Slimming World Magazine, which is on sale in Slimming World groups and on newsstands, and win a cash prize of up to £1,000/€1,300. And the overall winner’s meal will join the Slimming World food range in Iceland stores alongside Slimming World’s best-selling meals including Chicken Tikka Masala, Beef Lasagne and Korean-Style Beef Noodles.

Slimming World has been working in partnership with Iceland since 2015 to create a delicious and satisfying food range which includes burgers, soups, sides and lunch bowls. The exclusive range caters to a variety of dietary preferences and provides members with affordable, quick and easy alternatives when they are short of time. All of the products are Free on the Slimming World plan and include a recipe printed on the back of the packaging, so members can recreate them at home when they have more time.

Andrew Staniland, Group Buying Director at Iceland, said: “The exclusive Slimming World range at Iceland is incredibly popular among members and our shoppers alike – providing all the fantastic flavours of the best Slimming World recipes with the added benefit of being frozen and ready in a flash.

“The range is constantly growing and this new initiative, which will see one of Slimming World’s very own members contribute a recipe, is the most exciting launch of all. We’re pleased to be able to facilitate this and hero kitchen creativity in a way that allows everyone to try.”

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About Slimming World

Slimming World was founded by Margaret Miles-Bramwell OBE in Derbyshire in 1969 and has become the UK and Ireland’s leading weight loss organisation with more people choosing to attend a Slimming World group each week than any other weight loss programme. We support hundreds of thousands of people, both in our groups and online, to lose weight and to adopt new habits to stay slim for life.

Over the years our founding principles haven’t changed:

· Our unique programme is based on a powerfully motivating support system called IMAGE (Individual Motivation and Group Experience) Therapy. Underpinned by a deep understanding of the psychology of overweight people, and incorporating the most effective sustainable behaviour change techniques, IMAGE Therapy is designed to inspire and motivate slimmers to make positive changes and to develop new, healthier habits around food and activity.

· Food Optimising is our healthy eating plan, based on the liberating concept of Free Food. We encourage our members to fill up on those foods that are naturally lower in energy density (calories per gram) and also highly satisfying while limiting foods that are highest in fat and sugar and are less satisfying, so they lose weight without ever feeling hungry or deprived and without having to weigh, measure or count everything they eat. 

· Our activity support programme, Body Magic helps members to overcome any barriers around activity. Members choose when to start and they set the pace, finding activities they genuinely enjoy, until regular physical activity becomes an intrinsic part of their daily routine. 

At the heart of everything we do lies our passion for treating every member with genuine care, empathy and respect.

We’re proud to work with the NHS, the Office for Health Improvement and Disparities (OHID), The Royal College of Midwives and others to help shape the future of weight management in the UK and Ireland.

For more information about Slimming World’s approach visit slimmingworld.co.uk or slimmingworld.ie

Follow Slimming World on Twitter at twitter.com/slimmingworld or become a Slimming World fan on Facebook at facebook.com/slimmingworld

For the Press Office visit our newsroom or email public.relations@slimmingworld.co.uk

About Iceland

Iceland is recognised as the UK’s leader in frozen food and operates over 950 stores across the country, together with a multi-award-winning online shopping service. It prides itself on being a convenient and friendly place to do the family’s weekly shop, as well as meet everyone’s daily top-up shopping needs for fresh, chilled, frozen food and groceries. For more than 20 years, Iceland has also offered a unique, free home delivery service for in-store purchases. 

Iceland was voted the UK’s favourite online grocery service at the Good Housekeeping Awards in 2021 and 2022. The retailer was also named the UK’s Best Online Supermarket in a survey by consumer champion Which? in 2022.

Iceland has always been a responsible retailer, operating under its ‘Doing it Right’ ethos. The supermarket is committed to doing the right thing in its supply chain and in the way it treats its people and customers. Iceland is also committed to minimalising its impact on the environment and contributing to the communities where it operates by regenerating high streets, creating jobs, providing outstanding customer service and giving generous support to a range of good causes.