ABP has announced it has entered into a brand licensing agreement with Men’s Health the UK’s leading men’s lifestyle magazine and website. The arrangement will see ABP produce a range of health-focused products under the Men’s Health Kitchen brand for sale in a number of leading retailers. The first products, Lean Pork Sausages and Lean Chicken Chipolatas both contain 60% meat and up to 29% haricot beans and so give a high protein sausage but with less than 3% fat and a relatively high fibre content.
The sausages will be available in 400 Asda stores nationwide from 18 September.
Commenting on the announcement, Darren Jones, Commercial Director, ABP UK said: “We are pleased to announce our partnership with Men’s Health Magazine. 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.”
Commenting on the launch Alun Williams, Group Publishing Director of Men’s Health, said: “Men’s Health is the biggest selling men’s lifestyle magazine both in the UK and worldwide and we are focusing our knowledge on developing food ranges which give consumers healthier choices. 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 include:
Lean Pork Sausages with Haricot Beans, Nutmeg & Parsley
Lean Chicken Chipolatas with Haricot Beans, Paprika & Fennel
Beef & Chickpea Mince
Beef & Lentil Burger
Chilli Burger
Beef & Haricot Bean Meatballs
Beef & Quinoa Meatballs