Meat giant ABP UK has teamed up with lifestyle magazine Men’s Health to produce a range of health-focused meat products under a new Men’s Health Kitchen brand.
The brand’s first two products, lean pork sausages and lean chicken chipolatas, which both contain 60% meat and up to 29% haricot beans, went on sale in 400 Asda stores this week (rsp: £2.98 each).
A further five fresh or frozen products playing on the flexitarian theme are planned to launch as part of the licensing agreement with Men’s Health during the coming months, including beef & chickpea mince, and beef & quinoa meatballs. ABP said it was in discussions with leading retailers over listings.
The launch of the Men’s Health brand follows the unveiling of the Flexilicious sausage range, which contains a mix of pork, pulses and legumes, by ABP-owned Debbie & Andrew’s in January.
“This is a first-to-market launch for a premium health brand and will offer innovation into the meat category,” said ABP UK commercial director Darren Jones. “We’re excited to be a part of a dynamic collaboration with Men’s Health.”
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