Derbyshire slimming firm to launch legal action against Asda

Derbyshire-based Swimming World is set to take legal action against supermarket giant Asda.

The move comes after Slimming World alleged that Asda has introduced ready meals based on its diet plan.

Asda introduced a range of 13 frozen meals as part of its Slimzone brand last month, according to reports. Asda says the meals are free to enjoy in terms of calorie intake when following the Slimming World Extra Easy eating plan.

A statement from Slimming World said: “After careful consideration and on the advice of our legal team, Slimming World has this week taken action to ask Asda to remove our trade marks from their range of Slimzone meals.

“We believe that Asda are unlawfully using our much loved and much respected name and trade marks on their meals (that’s Slimming World, Extra Easy and Free), and are trading on the back of our brand’s reputation, which we’ve built and nurtured over 47 years.

“We’ve worked hard over the years to earn the trust and confidence of our Consultants, our members and the UK and Irish public – and maintaining that trust and confidence is at the heart of our decision.

“At the same time, we have decided that we won’t be adding the Slimzone products to our official nutrition database.”

It continues: “We are unable to give an accurate value for them and by our calculations from the very limited information we’ve been able to obtain, a number of the meals could not be designated Free.

“Although we asked Asda to let us have a more detailed breakdown of the ingredients used, they have not supplied those details and we have put on hold any decision about whether or not to include the meals in our official database.

“We know that this news will be frustrating to some members and we are truly sorry for the disappointment it will cause.

“The situation is beyond our control.

“The case is now in the hands of a judge and we won’t be able to comment further on the meals themselves until we know the outcome of the case.”

Asda is selling the Slimzone meals for £2.50 – 50p cheaper than Slimming World’s brand.

Asda responded: “Our customers have told us that saving money and leading a healthy lifestyle is a priority and that is why we developed our Slimzone range for them.

“We’re confident in Slimzone and our customers seem to love it too.

“We’ve shared a full list of ingredients for the Slimzone meals to help our customers make up their own minds.”