Australian health firm Probiotec has appointed driven to help launch its Celebrity Slim weight loss brand into the UK market.

Celebrity Slim encourages people looking to get in shape to follow its weight management programme and replace some of their daily meals with its branded shakes, soups and bars.

Cheshire-based driven will work with its team to develop a new brand and communication strategy across TV, online and with in-store support.

“This is a big market with serious competition,” said driven partner Neil Griffiths. “It’s our job to make sure Celebrity Slim stands out, is understood and sells.”

Probiotec's general manager for Europe, Dustin Stringer, added: “We have ambitious plans for Celebrity Slim in the UK. Driven has the strategic and creative ability to help us deliver.”