by Aurore de Monclin

Convenience is no longer a one-dimensional concept driven by purely functional needs and commanded by busy lifestyles.

Consumers are being left emotionally deprived with the ‘instant’, ‘ready to eat’ and ‘all in one’. They want a degree of emotional engagement with food and drinks. Something that makes them feel good and alive. Savvy consumers seek control back in making choices, defining when and how to have their food and with a return to natural simplicity.

With modern living and an abundance of products, consumers more than ever want less complexity, affordable price, proper nutrition AND satisfaction.

We see are seeing a move from convenience to empowerment. It is becoming less about the readiness of the product and more about allowing consumers to participate and have flexibility.

Brands have to recognize the new age of the educated and enlightened consumer and should move quickly to adapt. Consumer empowerment is happening.

From Slimfast to Slimsticks…

While Slimfast epitomizes the traditional diet product, a convenient meal replacer coming in artifically flavoured shakes which leave you feeling deprived, Slimsticks is the modern ‘empowering’ version.

Slimsticks is the natural way to eat less. It is about controlling your appetite to control your weight. It is not as a meal replacement, it is a powder (coming in sticks) to be consumed with food or drink. It easily fits into one’s diet and gives a sense of personalized nutrition.

The active ingredient (Fabuless™) 100% natural helps to keep cravings at bay making easier to act on good intentions. By activating the body’s natural Illial Brake Mechanism (the same effect that you feel after eating a big meal), consumers feel fuller for longer and eat up to 500-600 fewer calories per day.

Slimsticks is perfectly connecting to the educated consumers who want to be in control and is looking for a more natural way to keep on track with weight-loss goals while still having a solution which fits into every diet and does not mess with normal enjoyable food. In addition, the brand is perceived as modern, understands me, endorsed by people like me.

Slimsticks, it is actually not about the sticks, consumers buy into the way this brand makes them feel: empowered.

If you are interested in the FourFactors case study of Slimsticks, please email Jennifer Hargreaves or contact +44 (0) 207 814 1917.