Perrigo is introducing a new meal replacement powder to its range from XLS-Medical. The launch of XLS-Nutrition is Perrigo’s biggest of 2018, and the parent company will be investing heavily in supporting the range extension, with over £1 million marketing spend.
XLS-Nutrition is a nutritionally complete weight loss shake specifically designed for healthy, simple weight loss. The product launch comes at a time when 63% of the UK population is overweight or obese.
The shake formula is high in protein and uses a special combination of B vitamins for energy release. Each shake contains fewer than 250 calories and only takes seconds to prepare, says the company. Three flavours are available: vanilla, chocolate and strawberry. Price points are £19.99 for a 400g tin with the bespoke 'shaker' retailing at £5.99. There will also be an introductory offerof a 400g XLS-Nutrition Vanilla together an XLS-Nutrition shaker for £22.99. A 400g pack is said to equate to 10 portions.
“The nutritional makeup of XLS-Nutrition distinguishes it from other meal replacements that are currently available,” says Jodie Relf, consultant dietitian for XLS-Medical and media spokesperson for the British Dietetics Association. “It contains a high quantity of complete proteins which are rich in essential amino acids, are well utilised by the body and have been specially selected for their high biological value. As a result, these proteins help maintain muscles while XLS-Nutrition’s scientifically-proven formulation supports effective weight loss.”
Holly Turner, senior marketing director at Perrigo, added: “With the launch of XLS-Nutrition, we are thrilled to be able to bring an exciting new product to the market as well as support and invest in the weight management category. We know from our research that consumers want a meal replacement powder that has high quality ingredients such as proteins, which will contribute to healthy weight loss, and that is exactly what we can now offer them with XLS-Nutrition.”
A total of six weeks of TV activity to promote the XLS-Nutrition launch will run between 23 April and 24 June 2018 and will be supported by dedicated digital content, including a social media campaign on Instagram and Facebook. XLS-Nutrition will also have a presence at This Morning Live.