The Wildflower Group has brokered a licensing agreement for Rodale and food delivery service Chef’d to be the official mail-order meal service for Rodale’s portfolio of brands.
The meal program will help readers to cook dishes from a selection of customized Men’s Health meals currently available. Each of the five gourmet Chef’d Men’s Health meal kits were created under the direction of Men’s Health food and nutrition editor Paul Kita, a James Beard Award-winning editor and author of the cookbook Guy Gourmet and blog. All meal programs feature step-by-step recipe cards with visuals, calorie details, spice level, common allergens and suggested beer or wine pairings. New meal options will be introduced every few months.
“We are thrilled to work with The Wildflower Group and Rodale to entice consumers with our custom-designed meals inspired by the magazine’s mission and approved by its editors and leading chefs,” says Jesse Langley, co-founder and president, Chef’d. “We can’t wait to serve up dishes that satiate readers’ hunger for great food they can make at home, guided by our step-by-step instructions and pre-portioned ingredients included in each package.”
In July, similar licensed à la carte meals will launch for Rodale titles Women’s Health, Runner’s World, Bicycling and Prevention.
“Chef’d is a vibrant and innovative company with all the ‘right ingredients’ to assemble everything the home cook needs for whipping up affordable and tasty gourmet meals in minutes,” says Michael Carlisle, principal, The Wildflower Group. “Together, we will further extend Men’s Health’s reach, and that of the other highly-regarded magazine brands from Rodale, in an innovative and satisfying way.”
“Interest in healthy eating continues to explode and there is a growing demand for this kind of service,” says Rob Novick, senior vice president, international business development and partnerships, Rodale. “Helping people lead a healthier lifestyle is core to Rodale’s mission and this product line is the first of many new and exciting ways in which we will be bringing our brands to life through smart partnerships.”