US health magazine EatingWell is to put its brand on food products through a deal with frozen food manufacturer Bellisio Foods.
EatingWell frozen products will be available at supermarkets and retail grocery stores nationwide this autumn. Initially, a range of single-serve frozen entrées will be rolled out. However, Meredith Corp., the publisher behind EatingWell, and Bellisio expect to take the brand into multi-serve meals, appetisers, sides, snacks, vegetables, breakfast items, desserts and breads.
“The EatingWell brand is perfectly positioned to help meet the ever increasing demand from our consumers for remarkably delicious, authentic and convenient frozen food products that fit their healthful lifestyles,” Bellisio chairman, CEO and partner Joel Conner said.
EatingWell-branded cookware and bakeware products are already on sale. Meredith claims to “serve” 100m US women a month, including over 60% of “millennial” females.
Tom Witschi, president of Meredith’s women’s lifestyle group, said: “We’re always looking for new ways to engage consumers with our exceptional brand portfolio. This agreement demonstrates the depth and appeal of our media brands, and, in particular, EatingWell’s strong following in the rapidly growing healthy eating marketplace.”