Glanbia sells SlimFast brand to Heartland Food Products Group

SlimFast products pictured on store shelves; the brand has been sold by Glanbia to Heartland Food Products Group amid rising competition from GLP-1 weight-loss drugs and shifting consumer nutrition trends. Credit: Shutterstock

Global nutrition company Glanbia has announced the sale of its long-standing weight management brand SlimFast US to Heartland Food Products Group. The deal, for an undisclosed sum, will see SlimFast join Heartland’s portfolio, which includes the low-calorie sweetener brand Splenda, as well as drink mixes, coffee, and nutritional beverages.

SlimFast no longer ‘core’ to Glanbia

The transaction remains subject to standard closing conditions, according to Glanbia, which first identified SlimFast as a non-core asset in February 2025. The company confirmed that a separate process is ongoing for the sale of SlimFast in other jurisdictions.

SlimFast, founded more than 50 years ago and acquired by Glanbia in 2018 for $350 million, has struggled to maintain relevance in recent years. In its 2024 results, Glanbia recorded a non-cash impairment charge of $91.4 million, reflecting performance challenges for the brand, which accounted for 7 percent of its performance nutrition division as of June 2025.

Market shift challenges legacy diet brands

Industry analysts note that demand for SlimFast products has declined sharply since 2022, coinciding with the rise of prescription weight-loss drugs and shifting consumer preferences away from low-carbohydrate diets.

Heartland Chairman and CEO Ted Gelov said the addition of SlimFast strengthens the company’s mission in the health and wellness space.

“Both SlimFast and Splenda share a common purpose: empowering people to make better choices without sacrificing taste or enjoyment,” Gelov commented.

“Together, we can deliver trusted solutions in weight management and sugar reduction, two of the biggest consumer needs shaping the future of nutrition.”

 

The move underscores a wider trend of consolidation within the functional food and beverage industry, as companies adapt to rapidly changing consumer demands in the weight management and nutrition market. Experts highlight that the rise of GLP-1 weight-loss drugs has accelerated the shift away from traditional diet products, challenging legacy brands like SlimFast to stay relevant.