Slim Secrets brand expands into US market

Posted by AFN Staff Writers on 14th July 2014
Slim Secrets brand expands into US market
Slim Secrets brand expands into US market

Australian nutrition brand Slim Secrets has cracked the US market with a new license agreement that will see the product range available both online and on shelves across North America.

The launch comes off the back of a partnership between Slim Secrets Founder, Sharon Thurin, and three US-based entrepreneurs from diverse IT, PR and sales backgrounds. The partnership was sparked by one of the entrepreneurs coming across the Slim Secrets protein bars in a supermarket in China. He loved the product and immediately contacted Ms Thurin.

Available in US through Amazon

From July 2014, the range will be available across the US through international e-commerce company Amazon. It will also be stocked in high-end fitness and retail outlets as well as healthy vending machines, and the Company said it hoped to expand its reach in the retail sector.

“There has also been a lot of interest from larger retailers in the market and we will be rolling out a wider distribution network in the coming months,” Ms Thurin said. “We’re anticipating that the new agreement will account for more than 40 per cent of our business revenue within the first year,” she said.

Slim Secrets history

Ms Thurin, who is a Melbourne-based lawyer and trained health and wellness coach, created the Slim Secrets range in 2005 to help solve the snacking dilemmas faced by her clients. The range, which began as a hobby project for Ms Thurin, has grown into a true global brand with products now stocked in 10 countries around the world.

US expansion a ‘proud moment’

Ms Thurin said the expansion into the US was a “very proud moment” for the business she built from scratch.

“When the opportunity to expand into the US came up I knew it would be challenging but it’s been one of the most rewarding times in my career,” Ms Thurin said.

“We’ve encountered our fair share of ups and downs along the way, but the way our brand resonates with so many people has made Slim Secrets a success – we find healthy ways for people to have it all without the need for extreme dieting,” Ms Thurin said.

Slim Secrets has enjoyed great success in the Australian market, with a number of accolades and awards including Healthy Eating Awards, Smart Company’s Best Start Up Product Award and Thurin has been a Victorian finalist in the Telstra Business Women’s Awards.

The Slim Secrets range consists of nutritionally-balanced snack bars, chips, cookies and protein balls and are stocked locally in selected Coles, Woolworths, leading health food outlets, pharmacies and gyms.