Unilever considers selling Slim-Fast

Unilever: considers selling Slim-Fast
Unilever: considers selling Slim-Fast

Unilever is considering offloading its Slim-Fast brand as the FMCG giant seeks to streamline the business and focus on core brands.

According to a report on Sky News, the company has been discussing a potential $1bn sale with its advisers, but is also considering keeping the brand.

Unilever bought Slim-Fast from Thompson Medical Company in 2000 in a deal worth $2.4bn (£1.45bn). However, according to the report, has struggled to make the business pay off.

Slim-Fast was created as a range of milkshakes used by dieters as a substitute for meals. Since buying the brand, Unilever has extended the brand beyond the "shake" and into products such as cereal bars and crisps.

Meanwhile, earlier this week, Unilever revealed that global annual turnover fell 3% to €49.8bn (£41bn) in 2013, although net profit was up 9% to €5.3bn (£4.4bn), in a year when the FMCG giant boosted its 2013 marketing and advertising spend by €460m (£379m) – a 0.4% increase – year on year.

Of its product categories, home care – which houses brands including Comfort, Cif and Domestos – achieved the highest degree of growth, with underlying sales up 8% to €2.1bn (£1.7bn) .

Of all its categories, foods grew the least. Accounting for brands such as Bertolli, Flora, Knorr and I Can’t Believe It’s Not Butter, sales were up 0.3% to €3.5bn (£2.9bn) in 2013.

Last year the group also launched its biggest consumer-facing brand campaign to date: ‘Project Sunlight’ is a multimillion-pound initiative that pushes Unilever’s sustainability messages in its main global markets.

The campaign, launching initially in the UK, the US, Brazil, India and Indonesia, is aimed at changing consumer attitudes and behaviour towards sustainability.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83