Slimming World Consultants go to Iceland
The UK and Ireland’s leading weight-loss organisation is to hold its first-ever nationwide in-store promotion with innovative food retailer
Slimming World Consultants from across the UK and Ireland will be heading into Iceland Foods, The Food Warehouse and Dunnes Stores as part of an exciting, first‑of‑its‑kind activation celebrating the ongoing partnership between the retailers and the popular weight-loss brand.
At a time of year when retailers rush to promote new, health-focused products, the partnership and the established, best-selling Free Food range at the heart of it has stood the test of time after a decade in stores.
Slimming World and Iceland launched the range, which is the only range developed in line with Slimming World’s healthy eating plan, Food Optimising, in February 2015. Today the meals, meat products, sides, lunch bowls and sauces sell in Iceland and The Food Warehouse, with filled pasta, naan breads and pancakes all added to the range for the first time earlier this month. Lots of the products are also available in Dunnes Stores in Ireland, too.
In an unprecedented move, thousands of Slimming World Consultants will visit stores across a single coordinated week from 10th to 18th January – marking the first time the organisation has mobilised its local support network at this scale to engage directly with shoppers in‑store.
The innovative campaign aims to bring Slimming World’s supportive, community‑led weight‑loss experience to life, giving customers the chance to meet Consultants, discover how Slimming World’s groups work and explore the Free Food range – developed to make healthier eating accessible, satisfying and convenient.
The products are perfect for people following Slimming World’s healthy eating plan or anyone who wants to eat more healthily and is short on time, and they’ve become a firm favourite among members and shoppers alike. This January the packaging has had a makeover, making it even easier for consumers to see the high nutritional value of the range, including highlighting protein and fibre content as well as how many plant varieties each meal or product contains.
Throughout the week, Consultants will be on hand in stores to:
- Offer practical advice and guidance on getting started with healthy eating
- Share information about local Slimming World groups and weekly support
- Introduce shoppers to the Free Food range and highlight how it supports real-life weightloss success.
Shoppers can discover not only the products themselves but also the powerful support that Slimming World groups offer every week.
Slimming World’s Director of Food Allison Brentnall says: “This is the first time we’ve brought together our Consultants across the UK and Ireland in such a coordinated way, and it marks an exciting moment in our partnership with Iceland, The Food Warehouse and Dunnes Stores. Our Free Food range is designed to make healthy, satisfying meals simple and accessible for everyone, and having our Consultants in store means shoppers can discover not only the products themselves but also the powerful support that Slimming World groups offer every week.
“It’s a truly innovative activation that brings our brand, our values and our community spirit directly to customers at a time of year when we know lots of people will be thinking about making changes, whether that be eating more healthily or losing weight.”