ABP UK signs licensing agreement with Men’s Health

ABP UK has announced that it has entered into a brand licensing agreement with lifestyle magazine and website Men’s Health.

The deal sees ABP produce a range of health-focused products under the Men’s Health Kitchen brand.

The first products in the new range, Lean Pork Sausages and Lean Chicken Chipolatas, both contain 60% meat and up to 29% haricot beans to give a high-protein sausage but with less than 3% fat and a relatively high fibre content. The sausages are available in 400 Asda stores nationwide from 18 September.

Darren Jones, commercial director of ABP UK, said: “We are delighted to partner with Men’s Health on this new and innovative range. Men’s Health is a natural fit for us and is a well-established health and wellness brand. Healthier eating is top of mind for a growing number of consumers and this partnership will offer more choice on lean meat products without compromises on taste or protein.”

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

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