The Hairy Dieters - better known as the Hairy Bikers - are launching their first branded food products.
From this month, Morrisons will stock five low-fat Hairy Dieters cooking sauces based on recipes created by Si King and Dave Myers - who is currently appearing on the BBC’s Strictly Come Dancing. The line-up is produced by licensed foods specialist All About Food and comprises Beef & Stout Casserole, Chicken Casserole, Chilli con Carne, Sausage Cassoulet and Smoky Paprika Chicken (all rsp: £1.99/275g). They are exclusive to Morrisons from launch but are expected to roll out further next year.
All About Food, which also produces lines under brands including Pizza Express and Nando’s, said the launch would being excitement to the low-fat cooking sauce market, which is currently worth £16m [IRI 52 w/e 13 September 2013].
“These are for consumers who don’t want to compromise on taste,” said All About Food marketing director Declan Lockett. “This, coupled with the Hairy Dieters fan base, makes it a perfect time to launch.” The sauces will be supported with promotions, sampling and social media.
Crisps and ready meals have previously been sold under the Hairy Bikers brand, but this is the first time the Hairy Dieters name has been used for food products.
King and Myers became the Hairy Dieters last summer for a TV series, with accompanying book The Hairy Dieters: How to Love Food and Lose Weight, selling more than a million copies.
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