Rodale Teams With Chef’d to Deliver Meals
Program starts with Men's Health, to be rolled out company-wide in the fall.
This week, Rodale announced that it's partnered with Chef’d to offer a selection of branded å la carte meals and meal plan options that stretch across Rodale’s portfolio of health-concious brands.
Men’s Health is the first Rodale brand to get the Chef’d treatment with a selection of five meals released on June 16, during National Men’s Health Week (June 15-21).
This is a new revenue stream for Rodale whose portfolio also includes Women’s Health, Prevention, Runner’s World, Bicycling and Rodale’s Organic Life, and their first domestic licensing deal since they signed with The Wildflower Group earlier in 2015.
“While we cannot disclose financial terms of the deal, we expect this to be the first of many new licensing partnerships that will help us further our mission to help people lead healthier and happy lives,” says Rob Novick, Rodale Inc. SVP of international business development & partnerships.
The recipe kits were created under the direction of Men’s Health Food and Nutrition Editor, Paul Kita, author of the "Guy Gourmet" cookbook and blog of the same name. Offerings from the other Rodale brands will be available beginning July 21, except Rodale’s Organic Life (coming in 2016).
“We will be launching meal plans in the fall of 2015, starting with Men’s Health and Prevention. These will be comprehensive meal plans over a period of time with a specific healthy lifestyle goal in mind, such as weight loss or maintenance,” Novick says.
According to surveys and feedback, Rodale has information that its readers love the company’s food coverage and this new Chef’d product line is set to take this commentary to the next level.
Through this partnership, “we are able to reach new and existing customers in an innovative way," Novick says. "We are featured on the Chef’d site under fitness as well as on their home page. The meal cards will also have content from our brands to engage with our audiences."
These pre-portioned meals were produced in response to the nation’s growing interest in healthy food options; Whole Foods alone reported a 9-percent spike in earnings last year. Packaged in an insulated box, each including ingredients for two or four diners, a step-by-step recipe card with visuals, calorie information, spice level, common allergens and a suggestion for a beer or wine pairing.