Kerry Group has announced it is launching a range of frozen ready meals under licence with Men’s Health magazine in the UK.
The Men’s Health products target “health-conscious, time-poor consumers” and will be available at UK retailers nationally from April.
“The healthy, high-protein meal range is designed to appeal to fitness orientated and nutritionally engaged men,” Kerry said in a statement.
The group added the nine meals in the Men’s Health Kitchen range contain at least one of your five a day, are a source of fibre, high in protein and low in fat, sugar, salt and oil.
“Men’s Health is considered the epitome of health,” explained Kerry Foods brand manager Charlotte Bourne. “As it is so highly regarded for food and nutrition advice, the brand resonates strongly with both readers and non-readers, making them the perfect partner. The range is designed as a consistent lifestyle choice, aimed at enticing consumers who are willing to pay a premium price for nutritionally balanced meals made from natural ingredients.
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“With 77% of UK consumers eating protein as part of an evening meal and 47% eating protein as a form of weight management, we have identified a clear demand for protein rich, nutritionally balanced meals. The new range will make it easy for health-conscious, male shoppers find the right meals to help them progress with their lifestyle goals,” she added.
Each meal in the range has an RRP of GBP3 (US$4.31).
Last month, Kerry Group reported an increase in volume sales from its consumer foods business in 2015 in “deflationary” conditions in Ireland and the UK.