Men's Health Beef Jerky

Men’s Health range will be stocked in almost 800 Tescos

Men’s Health magazine has teamed up with The Jerky Group to launch a branded beef jerky.

Rolling out exclusively to nearly 800 Tescos from the end of this month, Men’s Health Fuel Beef Jerky is part of a licensing programme for the magazine that has been developed by licensing specialists Golden Goose, and will also bring branded personal fitness products to Argos stores this summer.

Billed as “the ultimate high-protein healthy snack”, the jerky is made with marinated and smoked beef. It has no added MSG, sugar or sweeteners and is naturally sweetened with honey and apple juice.

“Our customers really like beef jerky,” said Tesco buyer Sarah Kay. “We’ve seen sales growing by nearly a third over the past year.”

Men’s Health publishing director Alun Williams said the magazine had worked with The Jerky Group to ensure the product fitted its brand values.

Northampton-based The Jerky Group, which produces brands including Wild West jerky as well as M&S own-label lines, announced a year ago that it was switching from using South American beef, and the Men’s Health products are 100% British and Irish silverside.

The Jerky Group MD James Newitt said the Men’s Health brand was “perfect to communicate the many positive attributes of beef jerky as a healthier snack”.

Men’s Health Fuel Beef Jerky will be supported on the pages of the magazine and online, as will the Men’s Health range of licensed fitness equipment that will include a home multi-gym, dumbbells, medicine balls, resistance bands and kettlebells.

The products, which roll out exclusively to Argos in July, will also be used in magazine shoots, said Williams. “This project has involved very close collaboration between Argos and our editorial fitness experts. The result is a range of equipment we can feature regularly in our magazine shoots - , to “enable readers to better understand how fitness equipment should be used”.