What Exante Diet does

Exante Diet was a UK-based meal replacement and weight management brand, founded in 2013 and headquartered in Northwich. The company sold a structured portfolio of high-protein meal replacement shakes and smoothies (Protein Meal Replacement Blend, Breakfast Smoothie), low-calorie snacks (Popped Protein Crisps, Pop Roll Protein Snack, Crispy Protein Wafer), and diet extras (Flavour Drops, Sugar-Free Syrup, Protein Pancake Mix). Its value proposition centred on substituting one or two daily meals within an energy-restricted diet to support weight loss and weight maintenance, with product variety intended to combat diet fatigue. Customer segments were horizontal, targeting individual adults managing calorie intake rather than enterprise buyers.

The brand's go-to-market was entirely dependent on Myprotein's e-commerce platform (operated by THG Nutrition Limited), which provided global direct-to-consumer reach via organic search, affiliate referrals, a mobile app with exclusive discounts, and a £15 customer credit referral programme. Pricing was not disclosed on Exante Diet's own channels; comparable Myprotein meal replacement shakes were listed at approximately £18.99 discounted from £28.99, with diet whey protein at approximately £23.49 discounted from £41.99, though these figures reflect Myprotein's own catalogue rather than confirmed historical Exante Diet pricing. No proprietary technology platform, patents, trademarks, certifications, or AI/ML capabilities were disclosed.

Exante Diet as a standalone entity has ceased operations. The brand's product range has been absorbed into Myprotein's meal replacement and low calorie snacks category, where it now exists as a sub-brand. The closure was confirmed by Myprotein's own copy ('Looking forward to keep your journey after the closure of exante?'). No acquisition, merger, or management transition details are disclosed in the available source material, and the brand appears to have been discontinued as an independent legal entity rather than formally acquired as a subsidiary.

Name

Exante Diet

Legal name

THG Nutrition Limited

Website

https://exantediet.com

Company type

Private

Founded year

2013

Operating status

Closed

Headcount range

1,001–5,000 employees

Short description

Exante Diet was a UK meal replacement and weight management brand offering protein shakes, low-calorie snacks, and diet extras through Myprotein's e-commerce platform. It has ceased standalone operations, with its product range now sold as a Myprotein sub-brand.

Ownership category

akta.pro rank

Product category

Weight Management Foods

NAICS

Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)

Keywords

• Meal replacement products
• Weight management foods
• Low calorie snacks
• Diet nutrition
• Protein supplements

Headquarters

HQ city

Northwich

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Distribution channels1 record

Marketing channels1 record

Core offering

Exante Diet was a meal replacement and weight loss brand offering a structured product portfolio for calorie-controlled dieting. The range comprised nutritionally complete meal replacement shakes and smoothies, low-calorie protein snacks (crisps, snack rolls, wafers, bars), and diet extras (flavour drops, sugar-free syrup, pancake mix), designed to substitute one or two daily meals within an energy-restricted diet to support weight loss and post-weight-loss maintenance.

Product overview

Exante Diet is a meal replacement and weight loss brand offering a structured product range designed for calorie-controlled dieting. The portfolio comprises high-protein meal replacement shakes and smoothies (Protein Meal Replacement Blend, Breakfast Smoothie), low calorie snacks (Popped Protein Crisps, Pop Roll Protein Snacks), and diet extras (Flavour Drops, Sugar-Free Syrup, Protein Pancake Mix). The products are formulated to enable structured calorie management: substituting two daily meals with meal replacements contributes to weight loss, while substituting one daily meal helps maintain weight after weight loss. The range is positioned for busy lifestyles requiring convenient, portable nutrition that supports fitness and weight management goals.

Differentiator

Problem solved

Functional benefit

Brands

• Exante Diet: Meal replacement shakes, low calorie snacks, and diet products for weight loss and weight management, now sold through Myprotein after Exante Diet's closure.

Products and services

• Protein Meal Replacement Blend A diet-focused whey protein blend formulated specifically for those tracking their intake, with high protein content and a macro profile designed for weight management goals.
• Breakfast Smoothie A meal replacement smoothie designed to substitute breakfast, providing structured calorie and nutrient intake.
• Popped Protein Crisps Low calorie protein crisps designed as between-meal snacks, high in protein and low in calories for flexible dieting.
• Pop Roll Protein Snack A portable protein snack roll, portion-controlled and designed for on-the-go dieting and calorie management.
• Impact Diet Whey A whey protein product in the Impact range formulated for diet and weight management purposes.
• Flavour Drops Flavouring drops to enhance the taste of shakes and foods without adding significant calories.
• Protein Pancake Mix A pancake mix with high protein content, positioned as a meal replacement option for those maintaining a healthy diet.
• Impact Whey Isolate Powder A whey protein isolate powder from the Impact range, providing high protein with low fat and carbohydrates.
• Clear Whey Protein Powder A clear-format whey protein powder offering an alternative to traditional milky protein shakes.
• Impact Whey Protein Powder The flagship Impact whey protein powder, a foundational sports nutrition supplement for protein intake.
• Crispy Protein Wafer Crunchy wafer bars providing protein in a convenient, portable snack format.
• Impact Protein Bar Protein bars from the Impact range designed for high protein intake on the go.
• Myprotein Layered Bar A layered protein bar offering textural variety with high protein content.
• Protein Granola A granola product with added protein, suitable for breakfast or as a high-protein snack option.
• Sugar-Free Syrup A sugar-free syrup for adding flavour to foods and shakes without significant calorie addition.
• Collagen Protein Powder A collagen-based protein supplement targeting hair, skin, nail, and joint health benefits alongside protein intake.
• Crispy Protein Wafer (Single Serve) Single-serve version of the Crispy Protein Wafer for individual portion control.

Quantifiable outcome

• Substituting two daily meals of an energy-restricted diet with meal replacements contributes to weight loss.
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights1 record

Direct peers

• Huel: UK-based meal replacement and complete nutrition brand offering powdered meals, RTD shakes, and snack bars. Comparable in product format, target consumer (calorie-tracking, busy professionals), and D2C distribution approach, though Huel positions more broadly on complete nutrition rather than pure weight loss.
• SlimFast: Established UK/US meal replacement brand offering shakes, bars, and structured diet plans. Directly comparable to Exante Diet in product format (RTD shakes, snack bars), positioning (calorie-controlled weight loss), and target consumer (adults on VLCD/LED plans).
• Jenny Craig: Structured weight loss programme combining branded meal replacement shakes, bars, and pre-packaged meals with coaching. Comparable in combining product + guidance, though primarily US/Australia focused and now digital-only post-restructuring.
• Nutrisystem: US-focused portion-controlled meal and meal replacement programme offering shakes, bars, and pre-packaged meals for weight loss. Comparable in product format and structured diet positioning, though US-centric versus Exante's UK base.
• Cambridge Weight Plan: UK-based total food replacement and calorie-controlled diet programme with shakes, soups, and bars sold via consultant network. Directly comparable in product format, VLCD/LED positioning, and UK consumer base.
• Weight Watchers (WW): Subscription-based weight management programme with branded food products including meal replacement shakes and snack bars. Comparable as a structured calorie-controlled weight loss programme combining coaching/education with branded consumables — directly mirroring Exante Diet's content-plus-product offering.
• Almased: German meal replacement powder brand focused on calorie-controlled weight loss and metabolic health. Comparable in single-product (powder) VLCD positioning and European consumer base, with similar weight-loss/muscle-preservation messaging.

Broad incumbents

• Herbalife: Global meal replacement and weight management giant with Formula 1 shakes and protein snacks. Comparable in product format and target consumer but operates through multi-level marketing rather than D2C e-commerce, and is far broader in nutritional supplement portfolio.
• Myprotein: Operating entity that absorbed Exante Diet's product line and customer base after closure. Directly comparable because it now sells the same meal replacement shakes and low-calorie snacks under its own brand, with overlapping customer base (weight management consumers) and identical e-commerce distribution model.
• Optifast (Nestlé Health Science): Nestlé-owned clinical meal replacement programme (shakes, bars, soups) sold via healthcare professionals for VLCD/medical weight management. Comparable product format with stronger clinical positioning; demonstrates the strategic value pharmaceutical-grade meal replacement brands hold for incumbents.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• Xx.com/exantediet
• Facebookfacebook.com/exantediet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Exante Diet