Ireland-based meat giant ABP Food Group has entered into a brand licensing agreement with Men’s Health, the UK lifestyle magazine and website.

The arrangement will see ABP produce a range of health-focused products under the Men’s Health Kitchen brand. 

The first products, Lean Pork Sausages and Lean Chicken Chipolatas, both contain 60% meat and up to 29% haricot beans to combine, ABP says, a high protein sausage with less than 3% fat and a relatively high fibre content.

The sausages are now available in 400 Asda stores across the UK.

Darren Jones, commercial director at ABP’s UK arm, said: “This is a first to market launch for a premium health brand and will offer genuine newness and innovation into the meat category. 

“I’m excited to be a part of a dynamic collaboration with the Men’s Health team, working together to satisfy our shoppers’ growing demand for healthy meat products.”
Alun Williams, group publishing director of Men’s Health, said: “By combining our expertise with that of industry leader ABP we have created a range of meat products which do not have the high-fat content of regular offerings but are high in protein and still taste delicious.”

The full product range, which will be available in fresh or frozen formats, will also include Beef & Chickpea Mince, Beef & Lentil Burger, Chilli Burger, Beef & Haricot Bean Meatballs and Beef & Quinoa Meatballs. The RRP is GBP3.00 (US$4.06) for fresh and GBP3.50 for frozen.