Men’s Health is flexing its licensing muscles once again as it continues to bulk up its health food licensing programme.
In a deal brokered by Golden Goose, the popular lifestyle magazine has partnered with M&M Walshe to deliver a range of branded sous vide meat dishes to the UK this month.
Souse vide is French for ‘under vacuum’, in which meat is slow-cooked in water at very low temperatures to maintain the natural integrity of the meat.
The Men’s Health Kitchen range will launch with three new dishes – Chicken tikka Fillets, Piri Piri Chicken Breast and Cajun Puled-Pork – with more recipes to follow.
Each dish has been devised to provide a high source of protein and includes a variety of ingredients with specific health benefits.
The range will be sold exclusively in Iceland from October 9th for a three month period before rolling out across Morrisons in January 2018. It will be supported online and through the pages of Men’s Health magazine.
Antonia Habdank, account director at Golden Goose, said: “The launch of the slow-cooked meat range comes immediately on the back of the launch of Men’s Health sausages into Asda and it is now clear that the Men’s Health brand has a place in the shopping basket of consumers who want a delicious tasting meat product which is low in fat, high in protein and full of ingredients with specific health benefits.”
Paul Walshe, M&M Walshe’s managing director, added: “This has been a great working partnership and we are looking forward to building the range in the UK and also taking it to Germany where we have strong retail relationships and are already working with the German magazine team.”