Slim-Fast is to get its first frozen ready meals range in a move which will pitch the brand headlong into another battle with rival Weight Watchers.

Brand owner Unilever is bringing out six meals developed by its Birds Eye arm.

Launching this month, the range features six meals. All the £1.99, 375g recipes have no more than 400 calories and less than 3% fat.

Unilever plans to back the range - made up of Thai Chicken, Chicken Korma, Honey & Mustard Chicken, Italian Chicken with Penne Pasta, Oriental Chicken and Chilli Con Carne - with a nationwide TV and print campaign early next year, while point of sale material and instore promotions will feature from launch.

Jess Blandford, marketing manager for the Slim-Fast brand, said: “Users want a tasty, substantial alternative to the evening meal. The range is formulated to give steady energy relase, making it easier to stick to a diet.”

The move marks the latest stage in the brand’s evolution which has continued unabated since Unilever acquired it three years ago. Launching as a powdered meal replacement drink in 1990, it now includes soups, meal bars and pastas.

One supermarket buyer said: “The emergence of Slim-Fast as a credible alternative to Weight Watchers is very interesting. We will be closely monitoring developments.”

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