Can ‘Men’s Health Kitchen’ Help Boost Hearst UK’s Profits?

LONDON, United Kingdom — Men’s Health has debuted a range of healthy, high-protein meals, as publishing house Hearst UK attempts to diversify its product portfolio, following a significant fall in profits.

‘Men’s Health Kitchen’ dishes, developed in partnership with the experts at Men’s Health magazine, includes a range of nutritious frozen ready meals packed with proteins, tapping into the increasing popularity of high-protein diets.

“Whether you’re in the gym five times a week, or simply trying to eat healthily, the Men’s Health Kitchen range is the perfect, wholesome way to get your daily protein fix, help keep your weight in check and maintain energy levels,” commented Men’s Health editor Toby Wiseman.

Created using no free running sugar, with only honey or dried fruit incorporated for natural sweetness, the recipes also avoid the use of free running salt by incorporating umami and soy flavours.

The range of nine meals, each retailing at £3, include dishes like Beef and Kale Hotpot with Sweet Potato, Chicken Tagine and Chickpeas with Bulgur Wheat and Thai Salmon and Edamame with Whole Wheat Noodles.

With over three million engaged fans across its magazine, online channels and Survival of the Fittest events, Men’s Health is a leading source of information for men aspiring to lead healthy, active lives.

The publication, launched in 1995, is currently produced in 65 countries, with a print audience of over 1M, however over the past two years the magazine’s publisher Hearst UK has experienced a vast drop in profits.

The publishing house, whose other titles include Women’s Health, Elle and Cosmopolitan, appears to be taking steps to boost sales by developing a number of product lines that capitalize on current trends.

Last year Men’s Health launched a range of vitamins branded as Men’s Health Lab, while Cosmopolitan launched both a beauty accessory line and a women’s fragrance, in an attempt to expand revenue drivers.

‘Men’s Health Kitchen’, produced in partnership with Kerry Foods, is being introduced alongside an expanded range of Men’s Health Fuel snack lines produced by Fiddes Payne.

The brand’s expansion into the food space is part of a larger licensing program in European markets, which also includes fitness equipment sold through Argos, as well as a branded active body care line sold throughout Germany.

Men’s Health appears to be attacking as many market verticals as it can, but is it enough to ensure that Hearst UK survives?