The brand extension programme of Men’s Health, the leading male healthy lifestyle magazine and web, has stepped towards a new category -processed food – thanks to a licensing agreement.
Industry experts M&M Walshe ,a fourth generation family run business with a global profile, and the largest sous vide specialist in Europe, are set to launch an innovative range of sous vide meat dishes into the UK this month, a deal bartered by Golden Goose for its client Rodale.
Sous vide is the French for “under-vacuum”, in which meat is simply slow-cooked in water at very low temperatures to maintain the natural integrity of the meat, ensuring great texture and flavours.
The Men’s Health Kitchen range will launch with three dishes – Chicken Tikka Fillets, Piri-Piri Chicken Breast and Cajun Pulled Pork – with more recipes to follow. Each dish provides a high source of protein and includes a variety of ingredients with specific health benefits such as chilli, ginger, turmeric and cumin.
The range will be sold exclusively in Iceland from October during a three month period and will then roll out to UK, at Morrisons, from January 2018. The range will be of course supported online and through the pages of Men’s Health magazine
Men’s Health brand extension too food expands
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The launch comes immediately on the back of the UK launch of Men’s Health sausages into Asda.
Paul Walshe, M&M Walshe’s Managing Director, adds, “We are looking forward to building the range in the UK and also taking it to Germany where we have