Vaping giant Supreme bought Slimfast for £20 million

Monday 20 October 2025 12:50

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Wholesaler Supreme has bought meal replacement and weight management brand Slimfast in what promises to be a deal that will immediately boost earnings, analysts say.

The deal, which saw Supreme buy Slimfast in the UK and Europe for £20.1m, saw the former company’s share price rise by more than six per cent in early trading.

Slimfast is known for its shakes, bars, snacks, and meal replacement weight loss plans.

The company’s UK and European assets reported unaudited revenue of £25.5 million and adjusted gross profit of £9.7 million in 2024.

Equity analyst at Shore Capital, Darren Shirley, said the acquisition was “further evidence of Supreme’s strong entrepreneurial spirit,” and added that he “welcomes it.”[d] further diversification of the UK vaping market.”

This transaction will see Supreme venture further into the health and fitness market.

Although currently most of its revenue comes from vape sales, Supreme has sold a variety of nutritional and sports supplements including Sci-Mx, Battle Bites, and Sealions. It also has Typhoo Tea.

“[Slimfast will] helps reduce the importance of vaping while strengthening the Group’s presence in a fast-growing market where Supreme has only limited exposure,” said Zeus analysts.

Slimfast offers “meaningful synergies”, Zeus analysts said, with both in-house manufacturing of the powder product and further cross-selling into Supreme’s distribution platform.

The UK weight management market is expected to grow by 9 per cent a year until 2027 and reach £1.5 billion, according to Grand View Research.

Slimfast is ‘ideally placed’ for the GLP-1 boom

Supreme said that SlimFast is “ideally placed to capitalize on the increasing demand for GLP-1 products”, which require nutritional and protein supplementation during treatment and as an ideal ‘follow-on’ to treatment.

GLP-1, or glucagon-like peptide-1, is a natural hormone that helps regulate blood sugar and appetite.

Four percent of UK households now have at least one household member using GLP-1, the active ingredient in weight loss drugs.

The number of UK households with at least one GLP-1 user almost doubled from 2.3 per cent to 4.1 per cent last year.

Its popularity has already begun to impact grocery sales, with categories such as chips, candy and peanut butter being hit hardest.

The weight-loss drug market will reach around $50 billion (£36 billion) by the end of 2024 and is expected to double by the end of the decade, according to Morgan Stanley.

Sandy Chadha, CEO of Supreme, said Slimfast’s commercial opportunities meant it was an “ideal addition” to the business.