VLCD is a Very Low Calorie Diet that is used early on in the process of tackling weight loss. These shakes produced by Tony Ferguson contain the necessary protein, fibre, vitamins and minerals needed to be replaced while on this short yet intensive low calorie diet. The brief from ishimodo was to develop a standalone brand that sat well with the Tony Ferguson weight loss product family, yet had a strong enough shelf presence to stand out in a highly competitive FMCG space.

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