Slimline
Woman's Weekly / 18th June 1965
And with ‘Waistline’, came ‘Slimline’, of course, causing my mother and aunt always to demand a ‘Slimline Bitter Lemon’ when they went to the bingo, way after the brand gave way to just a ‘diet’ label. Given that they were in their early 20s when this ad was published, they were smack bang in the demographic. It looks like artificial sweeteners took off in the 1960s, and whilst they’re useful to dieters and diabetics, they’re not without controversy. This Wikipedia article provides a good summary.