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Self Magazine Gets Into Frozen Foods Business

Last updated on March 3rd, 2014 at 09:06 am

Self magazine is introducing Self Healthy Kitchen, a new line of frozen meals that feature ingredients from the magazine’s best-selling “Drop 10 Diet” books and weight loss programs. These ingredients are designed to help the body burn fat, lose weight and lower risk for disease.

Self, a Conde Nast brand, worked with Chef Calvin Harris, CEO of Benevida Foods, to create the new line.

“When you enjoy a Self Healthy Kitchen meal, you can trust that you’re eating quality ingredients because I sourced them myself,” said Harris. “This is food that will not only make you feel good, but you’ll feel great about feeding to your family.”

The line includes Southwest Style Chicken Enchilada with Rice and Sweet Potatoes; Garden Chicken Alfredo with Pasta and Vegetables; Grilled Drunken Chicken with Cilantro-Lime Brown Rice; Three Cheese Lasagna with Beef and Marinara; Southwest Style Vegetable Enchilada with Rice and Sweet Potatoes; and Steak with Portobello Mushroom in a Red Wine Sauce.

Lucy Danziger, the magazine’s editor-in-chief, said, “Self Healthy Kitchen uses simple, natural ingredients that reflect Self’s nutritional philosophy of loving what you eat to fuel your healthy body. Collaborating with chef Calvin Harris is an ideal way to grow Self’s brand while enabling even more people to enjoy a healthier lifestyle.”

The meals are available at Kroger and its regional banners, Stop & Shop and select Whole Foods, totaling approximately 2,900 stores in 37 states.

Self reaches 12 million consumers in print and online monthly. Self Healthy Kitchen marks the first time Self and Conde Nast are introducing a line of packaged foods and is a result of a unique licensing agreement brokered by FremantleMedia.

A full marketing campaign from Self and Conde Nast will promote the new food line on all platforms, including print, digital, social media and via targeted database outreach.


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