Boots unveils revamp for Shapers food range

Boots is relaunching its second-biggest brand, the Shapers food range, in an effort to reposition it as a healthy-eating range, rather than simply a diet brand. The new product, which carries the line “Great taste, good intentions”, is being launched this week.

The brand, which is 20 years old, will have an increased emphasis on nutritional information, which will be displayed on its redesigned packaging. Boots claims that 80 per cent of products in the Shapers range have less than three per cent fat and that salt has been reduced in line with Government daily targets. Some of the products will be suitable for detox diets.

Boots has also reformulated many of its existing Shapers recipes, as well as introducing a number of new flavours, such as crayfish and rocket. The retailer says that it worked with both culinary and nutritional experts, including chef Tom Kime, who has worked at Le Pont de la Tour and the River Café, to improve the taste of the range.

Boots says that it decided to relaunch the range in response to the UK public’s demand for healthier food options. It will be supported by point of sale material and in the Boots Health & Beauty Magazine.