Home meal delivery services and diet plans have seen a sudden rush of interest from licensors this year.
Three of the recent launches involve celebrities and rely heavily on organic foods, juices, and/or cleansing:
- Beyoncé paired with 22 Days Nutrition in conjunction with the latter’s new delivery service offering cleansing products and protein bars. The particulars of the singer’s role in the initiative have not been announced.
- Model Cindy Crawford launched Cindy Crawford’s Essentials, a meal delivery service consisting of healthy, organic foods. Her partner is Urban Remedy, a company known for its organic juice cleanses.
- Fitness expert Tracy Anderson and actress and Goop founder Gwyneth Paltrow began testing a healthy-food take-out program under the 3 Green Hearts brand. Available first at Anderson’s two fitness studios in the Hamptons, New York, the line is expected to expand to all of her studios across the country.
Other ventures in the meal plan category have taken slightly different paths. In March of this year, Time Inc. partnered with eMeals for weekly subscription meal plans tied to its Health and All You brands. The meal-by-meal instructions are priced at a minimum of $5 per month and are delivered by email or through the eMeals app.
And, back in February 2014, fashion label Isaac Mizrahi New York signed an exclusive deal with Chef’s Diet National, a gourmet diet program, to create limited-edition, co-branded cooler bags in which Chef’s Diet meals were delivered.
It remains to be seen how successful this category will be for licensing. In fact, a handful of similar initiatives debuted in 2009 and 2010—Top Chef with Schwan’s and The Biggest Loser with eDiets and BistroMD among them—but are no longer on the market.
However, meal plans and home meal delivery certainly represent a relatively untapped arena and may present an opportunity for properties that are a good fit.
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