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The Wildflower Group Signs Chef’d to Develop Meal Programs for Rodale Inc.’s Brands

ChefdThe Wildflower Group has brokered a licensing agreement for Rodale Inc., a healthy lifestyle media company, with Chef’d for Rodale’s portfolio of brands. Chef’d will develop a mail-order meal program for Men’s Health, which will give readers a selection of customized Men’s Health meals and will also allow readers to cook dishes just like their favorite chefs and food experts.

In July, similar branded and customized meal programs will launch for other Rodale titles, including Women’s Health, Runner’s World, Bicycling, and Prevention.

Each of the five gourmet Chef’d Men’s Health meal kits was created under the direction of Men’s Health Food and Nutrition editor Paul Kita, author of the Guy Gourmet cookbook. All feature easy-to-follow, step-by-step recipe cards with visuals, calorie details, spice level, common allergens, and suggested beer or wine pairings. The meals include high-quality, pre-portioned and pre-measured ingredients, including spices and condiments. Because the program features pre-portioned ingredients, consumers purchase only what they need to prepare each meal, which helps reduce consumer grocery bills by 25 to 50 percent. Each order for two to four dinners is delivered in insulated boxes directly to the consumer’s doorstep within 24 to 48 hours to ensure freshness. New meal options will be introduced every few months.

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