Men's Health Kitchen range, Balanced Grains

Men’s Health has linked up with Fiddes Payne to create the Men’s Health Kitchen range of ‘no culinary skills required’ grain pouches and spice rubs.

Aimed at busy, fitness-orientated and ‘nutritionally engaged’ men, the ambient Balanced Grains selection has an rsp of £1.69/180g. It comprises Middle Eastern Freekeh, Indian Spiced Lentils and Pea, Olive & Quinoa Salad options.

Meanwhile, Kitchen’s 30g Spice Rubs lineup, designed to add natural flavour to lean protein, comes in Mexican Hot, Curried Asian and Citrus & Herb variants (rsp: tbc).

The NPD follows the Men’s Health frozen meals, which had been “a huge success”, according to Toby Wiseman, editor at Men’s Health. “This was a logical in-store extension.

“Men’s Health is regarded as a trusted expert in health, lifestyle and nutrition, and we’re excited to partner with Fiddes Payne to deliver a new range of products to health-conscious men,” he added.

Fiddes Payne head of marketing and innovation Caroline Hughes remarked: “By fusing our food expertise with Men’s Health’s nutritional knowledge, we’ve been able to create an ambient range that we believe is an absolute game-changer, and far more complex and complete than anything else on the market.”