The Slimming World food range is available exclusively in Iceland stores and online. Co-developed by both brands, it’s been in the top-three selling frozen food brands since its runaway launch in 2013.

I’ve worked with the brand’s design team since the range launched, creating brand guidelines, quirky packaging copy for each dish that reflects Slimming World’s fun and cheeky tone of voice – together with associated promotional materials. This includes website copy (https://www.slimmingworld.co.uk/food-range) magazine ads, social media visuals and animations, point of sale and internal launch communications to the company’s franchisees.

For January 2024, I worked on the packaging, advertising and communications for a huge new product launch that saw a 66% increase in sales on the same period the previous year. We also saw a 10% uplift in the use of an exclusive 10% off member offer, which was communicated solely through well-timed, multi-channel messages to Slimming World Consultants, as well as through opt-in member emails.