Omega Pharma aims to shake up the meal replacement category with Yokebe shakes

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Omega Pharma, the fourth biggest consumer healthcare company, is expanding its award winning, weight management portfolio with the launch of Yokebe, a highly nutritious, range of natural weight loss shakes.

Yokebe Classic with Honey contains naturally sourced ingredients and high quality proteins. Each shake is just 273 calories and is packed with all the vitamins and minerals the body requires. With a great, natural taste, which is also is gluten and GMO free, Yokebe contains twice as much protein as other meal replacement brands on the market.

The protein supports muscle mass maintenance, to enable the body to turn fat reserves into energy, whilst vitamin B5 and B12 promote normal energy metabolism, and vitamin B6 promotes normal protein and glycogen metabolism.

“We know that meal replacement shakes are trusted as a method of weight loss support. However often they are not nutritionally sound and can leave people feeling hungry,” said Liz Hemus, Yokebe senior brand manager.

“Yokebe’s special combination of high-quality proteinsand essential vitamins, minerals and micronutrients overcomes these barriers, offering the assurance of a highly nutritious weight loss support, whilst maintaining the body’s natural balance. We’ve included a simple diet plan and recipe ideas on the Yokebe website to support people follow a healthy balanced diet alongside the shakes.”

With almost two thirds (62%) of the UK population considered to be overweight or obese, many consumers are seeking support to help them manage their weight. Therefore it is critical that retailers offer a selection of evidence based options to support people to achieve weight loss success.

Yokebe’s unique formula creates the Yokebe triple weight loss effect:

  1. Hypocaloric effect: Most diets cut down on calories but this can mean a lack of important nutrients which makes the body expend less energy and reduces weight loss. Losing weight with Yokebe is different: Yokebe has a unique nutrient density containing all essential vitamins, minerals and macronutrients, and its protein content leaves you feeling full
  2. Metabolism activation effect: B-vitamins are vital to support normal energy, protein & glycogen metabolism. Increasing metabolic rate supports increased weight loss
  3. Anti-fat effect: Yokebe helps weight loss in a healthy and sustainable manner, using high-quality proteins to help maintain muscle mass. The body then sources the energy it needs from body fat, resulting in weight loss

“Yokebe’ is a hugely popular and successful product because of its effectiveness in supporting weight loss,” said Hemus. “We believe UK consumers should be able to use a weight loss shake without compromising their nutrition and are certain that Yokebe will revolutionise the way we think about meal replacements.”

The £3.4m launch is being supported with a highly disruptive multi-faceted marketing campaign designed to bring to life the physical and emotional journey of losing weight. The ATL strapline, ‘See who YouCanBe with Yokebe…’ celebrates the positives of losing weight, and champions all weight loss goals – large and small. This sentiment is being amplified through PR, social and on the Yokebe website – yokebe.co.uk.

Furthermore, as part of the launch the Yokebe team is engaging with healthcare professionals to understand the environmental and grassroot challenges being faced by those supporting people embarking on a weight loss journey. These insights will help ensure the brand is in the strongest position to best support dieters.

In addition to the Yokebe Classic with Honey powder tubs, the range also includes strawberry and chocolate options. The Yokebe range retails at MRRP £12.99 for the Classic with Honey (10 portions, 500g), Chocolate (nine portions, 450g) and Strawberry (nine portions, 450g) flavours. A Yokebe shaker costs MRRP £4.99 or consumer can buy a combination pack of the Yokebe Classic with Honey tub + Yokebe shaker combination for MRRP £14.99.

All products in the range will be available from May in pharmacies and grocery stores across the UK including Boots, Superdrug, Sainsbury’s, Asda and Amazon.