UK retailer Asda has added a new diet-conscious private label brand, Slimzone, which features a range of frozen meals and meat products which are free to customers following the Slimming World extra easy plan.
Slimming World is a UK weight loss plan and community, with a group membership costing £4.95/week.
The supermarket said it had identified a 'gap' in the market for consumers who want easy and cheap options to help stay on a controlled weight loss programme.
The prepared frozen meals and meat products use turkey mince with only 5% fat, beef mince, dried pasta and vegetables. Examples include chicken and prawn paella, vegetable arrabiata, and cottage pie.
Available in the frozen aisle, shoppers who are not part of Slimming World can pick them up for £2.50 each.
Hannah Munns, senior director in the frozen category at Asda, said: “ We know a large number of our customers are on the Slimming World diet, or are just looking to make healthier choices in the New Year, so Slimzone is a great option when trying to stay on track with weight loss and products they can trust."
The retailer noted that the products had not been endorsed or tested by Slimming World.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.