Diet guru Gillian McKeith is launching what she claims is the healthiest food and drink range on the market into Asda this April.
Ambitious plans have been set out to create a £40m brand in two years. The range includes cereal bars, soups, flavoured water and ready-to-cook meals that are "healthier than anything else available", according to McKeith, who believes she can create a £40m brand in the next two years.
McKeith has already lent her name to health bars made with goji berries. But these would be scrapped due to poor sales, according to a spokeswoman for G Brands, the company set up to market the new range.
The range of six soups and six ready meals will be similar to M&S Cook!, with consumers using the ingredients to prepare the meal at home. Packs provide the liquid and veg in separate compartments.
It is also in talks with Waitrose and the Co-op to secure listings. Prices range from 89p for cereal bars and water up to £4.49 for ready meals.
No comments yet