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Condé Nast Bets on High-End Frozen Meals

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As Condé Nast evolves the meaning of "media" to encompass "commerce," it's finding itself in stranger and stranger business sectors. The latest? Its women's fitness title Self will make frozen meals. High-end frozen meals.

The mag's ed-in-chief Lucy Danziger told AdWeek that this is totally a logical thing to do, saying, "When we started talking about lines we might want to license, there were two avenues I wanted to look at first: gear and food. When it came to food, we knew that there were plenty of healthy options for breakfast and lunch, but women like myself are often too busy to shop for groceries and cook a healthy dinner, and that's the area where they are most likely to go off the rails [with their diets]. A lot of women reading our magazine are working late and come home hungry, and I wanted to have a healthy option in the freezer."

The "high-end" part came in conjunction with Benevida Foods CEO and chef Calvin Harris' input. He helped them develop such delicacies as Grilled Drunken Chicken with Cilantro-Lime Brown Rice, Three Cheese Lasagna with Beef and Marinara. They're calling it "Self Healthy Kitchen and at $4.99, the boxed meals run a bit higher than your average Hot Pockets. But no expense can be spared for health.
· Self Launches Frozen Foods Line [AdWeek]
· @CondeElevator Came Out and It's GQ's Lauren Bans [Racked]