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.
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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.”
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By GlobalDataThe 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.
