It became “a way of life” built around the simple idea of replacing meals with diet shakes…but can SlimFast stay relevant in an era when consumers are fixated with another weight loss mechanism that promises swift results? Is there a nutritional supplement brand more intertwined with fluctuations inherent to the weight management category than SlimFast? Even decades before SlimFast launched, the parent company (Thompson Medical) created an appetite suppressant gum called Slim-Mint Gum containing benzocaine, a diet pill called Figure-Aid, and another weight loss supplement Dexatrim (which became the best-selling diet pill on the market). Then, in 1977, Thompson Medical introduced SlimFast…marketed as a meal replacement shake that was to be utilized at breakfast and lunch. Unfortunately, during its first year on the market, the FDA issued warnings about the dangers of liquid dieting products…and every meal replacement supplement (including SlimFast) were removed from store shelves. Coincidentally, Thompson Medical was able to reintroduce SlimFast in the early 1980s…right around the time when Dexatrim sales began to decline due to regulatory concerns over ingredient safety. By 1984, Thompson Medical reported sales of approximately $197 million (which would be more than $600 million today adjusting for inflation). But throughout the mid-1980s, categorical competition heightened…especially after Oprah Winfrey began promoting Opti-Fast. So, gaining inspiration from that celebrity endorsement, SlimFast stumbled upon what would become the brand’s most successful advertising tool going forward. Hearing about a weight loss wager between Los Angeles Dodgers manager and two of his players, SlimFast signed Tommy Lasorda and helped him lose a significant amount of weight. It was the first highly successful campaign in a line of male celebrity endorsements that was largely responsible for significantly increasing brand awareness and expanding SlimFast into RTD beverages, frozen meals, and packaged snacks. Throughout the 1990s, SlimFast held a dominant market share across the intensely growing weight management subcategories…reporting sales of $611 million in 1999 (which would be around $1.2 billion today adjusting for inflation). And at the height of its popularity in 2000, Unilever acquired SlimFast for $2.4 billion. But a few years into the aggressive expansion efforts by Unilever, consumer preferences shifted within the weight management category, as the high protein and low carbohydrate diet craze (focused on Atkins and the South Beach Diet) became extremely popular. Unilever made various strategic product (and marketing) adjustments in hopes of better positioning SlimFast within the shifting marketplace, but retail sales fell 80% compared to when the brand was acquired. In 2014, Unilever eventually offloaded the brand to the private equity firm Kainos Capital. Over the next four years, Kainos Capital revitalized SlimFast, flipped sales trajectory into the fastest-growing weight management brand, and sold SlimFast to Glanbia for $350 million. Initially, Glanbia was able to successfully piggyback off the “keto diet trend,” growing SlimFast 45% larger than before the acquisition…but struggles intensified starting in 2022. But last week, when Heartland Food Products Group (owner of the Splenda low-calorie sweetener brand) announced it had acquired the SlimFast from Glanbia. And though Splenda is one of the most recognizable global brands, how does that translate into a brand selling nutritional supplements and RTD protein shakes?