US publishing giant Condé Nast has launched a range of frozen ready meals under the branding of its fitness publication, Self. The company collaborated with Calvin Harris, chef and chief executive of US food company Benevida, to create the series, which will be available in nearly 3,000 US stores.
The premium-priced Self Healthy Kitchen range consists of eight healthy frozen main courses, all priced at around $4.99. Dishes include Southwest Style Chicken Enchilada with Rice and Sweet Potatoes, Garden Chicken Alfredo with Pasta and Vegetables, and Three Cheese Lasagne with Beef and Marinara.
"Self Healthy Kitchen uses simple, natural ingredients that reflect Self's nutritional philosophy of loving what you eat to fuel your healthy body," said editor-in-chief Lucy Danziger. "Collaborating with chef Calvin Harris is an ideal way to grow Self's brand, while enabling even more people to enjoy a healthier lifestyle."
Catering to consumers who are looking for natural, authentic and healthy food, many frozen food companies are rebranding their products to incorporate gourmet ingredients and sophisticated branding and packaging solutions. For more on this, see Fresh Approach to Frozen and Fast-Moving Premium Consumption, published last year as part of the Future of Food Industry Trend.
In response to falling consumption rates, many magazine brands are extending their offerings by developing creative brand partnerships, savvy e-commerce and mobile sites and smart brand extensions. For more on this, see Beyond the Page: What's Next for Magazine Brands?