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, packaging ‘personality copy’ for each dish that reflects Slimming World’s fun and cheeky tone of voice – together with associated promotional communications. 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 5,000 franchisees.