Biggest Loser Gets into the Frozen Food Business

HARRIS FOOD EXPANDS WITH LICENSING DEAL FOR POP-CULTURE PHENOMENON “˜THE
Calvin Harris Joins Forces with and Reveille Bringing Consumers a Line of Refrigerated, Fully-Prepared, Healthy Meal Options


Leading Research and Development Chef, Calvin Harris of Harris Food Group announced today a line new of refrigerated, fully-prepared healthy meal options called Simply Sensible which will launch in conjunction with NBC’s hit weight loss show, “The Biggest Loser” in season 11. “The Biggest Loser” line is licensed through NBC Universal Products Group and Reveille .  The deal was secured by JTMG, ., the licensing agency for NBC Universal Television Products Group.

Serving as a corporate research and development chef creating innovative products for notable restaurants such as Arby’s, Burger King and TGI Friday’s, Harris branched off to create Harris Food Group in order to develop, market and distribute products that could improve consumers’ lives with the intent to provide quality, gourmet tasting and healthy meal solutions to tackle America’s obesity crises.

“I am very excited to be partnering with NBC/Reveille on creating Simply Sensible the first of its kind refrigerated, fully-prepared healthy meal line,” said Chef Calvin Harris, CEO and Founder of Harris Food Group. “˜The Biggest Loser’ has become such a phenomenon with a loyal following and it was the ideal partnership to launch Simply Sensible in order to impact a large population of consumers and provide a meal option for the contestants while on the show.”

Simply Sensible will feature five meal options including Lasagna with Meat Sauce, Zing Chicken with brown rice, Pot Roast with mashed potatoes, Mediterranean Chicken with bowtie pasta and Beef Tips and brown rice; each meal includes two servings and will be less than 250 calories per serving. Simply Sensible is endorsed by the American Heart Association and will have an estimated retail value of $6.99. Simply Sensible products will be the first fully prepared “better for you” meal option and will be available in the refrigerated section of national grocers beginning this January.

Simply Sensible meals are freshly created and never frozen, convenient to purchase, easy to prepare and ready in minutes. The sous vide cooking method allows the natural flavors to develop and provides a longer shelf-life with less sodium, no preservatives and innovative packaging, which improves convenience. The packaging is made from recycled materials and removed the traditional plastic tray is very minimal taking into account the environmental impact. Most importantly, they taste amazing, as Chef Calvin Harris wanted to create meals that had an abundance of flavor including spices and herbs and very sumptuous sauces for a more gourmet tasting, yet healthy lifestyle option.

“We are thrilled to work with Harris Food Group to produce meals that are not only delicious and convenient, but are also easy to prepare and uphold the rigorous nutritional standards of “˜The Biggest Loser,'” said Kim Niemi, Senior , NBC Universal Television Consumer Products Group. “Such an emphasis eliminates the hassle of finding meals that meet your nutritional, calendar and palette needs.”

“Our partnership with Harris Food Group is just another innovative way that “˜The Biggest Loser’ is bringing healthy dietary options to every person trying to lose weight and live a balanced lifestyle,” said Bennett, Development and Production at Reveille. “Like every brand extension, this partnership allows us to translate life on the Ranch using fresh foods and the latest technology to empower people in their everyday lives.”
Harris’ expertise in the creation of innovative food products was the perfect combination when Reveille and NBC Universal were looking for a food-licensing partner for the highly successful series. Harris has a personal attachment to the product in that he works to maintain a balanced diet and finds that Simply Sensible allows him to control portion size and nutritional intake without compromising on the taste. The Simply Sensible product line will allow consumers to experience the eating options contestants can choose from while at the Ranch and inspire and motivate people of all ages, to live a healthier balanced lifestyle.
ABOUT “THE BIGGEST LOSER”

“The Biggest Loser” on NBC airs on Tuesdays from 8:00 to 10:00 p.m. (ET/PT). The first reality series where everybody loses, “The Biggest Loser” challenges and encourages overweight contestants to shed pounds in a safe and recommended manner through comprehensive diet and exercise as they compete for a grand prize of $250,000. Hosted by Alison Sweeney, the series provides the contestants with challenges, temptations, weigh-ins and eliminations until the final contestant remains to claim the title of “The Biggest Loser.” Each team works out under the supervision of professional trainers Jillian Michaels and Bob Harper. “The Biggest Loser” is a production of Reveille LLC, 25/7 Productions and 3 Ball Productions.

Beyond the U.S. where more than 100 episodes of the show have aired, “The Biggest Loser” has become a worldwide hit appearing in over 90 countries and produced in 25 countries. Since its debut in 2004, “The Biggest Loser” has grown to become a standalone health and lifestyle brand by developing tools and products inspired by the show and approved by its doctors and experts. Anchored by the online, subscription-based extension of the show, Biggestloserclub.com, “The Biggest Loser” consumer products program has generated over $100 million in spending, with presence at more than 25,000 major retailers to date. The program currently features a wide variety of health and fitness products including “The Biggest Loser” video game for Wii and Nintendo DS & DSi, “The Biggest Loser” Resort at Fitness Ridge, which is a full-service, destination health & fitness spa, “The Biggest Loser” Meal Plan, a New York Times best-selling books series, a best-selling fitness DVD series, a line of appliances, fitness equipment, protein supplements and several other health and lifestyle based products. “The Biggest Loser” was recognized as a top brand of the year in Advertising Age’s 2008 Marketing 50. Check out www.biggestloser.com <http://www.biggestloser.com/> for more information.

ABOUT CALVIN HARRIS ““ HARRIS FOOD GROUP
Calvin Harris, a Texas native, has more than 25 years of Restaurant and Food Product Development experience. He is a classically French trained Chef and graduate of the Culinary Institute of America in New York and has been cited as one of Nation’s Restaurant News’ Top 50 Research and Development Culinarians and South Florida’s “40 under 40″  Most Influential Black Professionals.

Harris’ forey into research and development began when he served as a corporate Research and Development Chef for TGI Friday’s of Carlson Restaurants Worldwide and the Triarc Restaurant Group on Arby’s where his role was to create new products. Harris later joined Burger King as the Senior Director of Product Innovation where his creations resulted into more than 30 new or improved menu items. Following his success at Burger King, in 2006 Harris embarked on a new venture of his own, Harris Food Group Inc. which manufactures kettle cooked food products for both foodservice and retail grocery stores. In 2009 HFG began marketing and distributing branded licensed food products and launched a line of refrigerated TGI Friday’s side dishes sold at local grocers, along with a line of fully prepared refrigerated entrée’s under the Crock Pot label.

In 2010 Harris Food Group joined in a licensing partnership with NBC/Reveille for refrigerated healthy food meal options for the co-branded line The Biggest Loser/Simply Sensible, which will be available in stores in early 2011. For more information please visit www.SimplySensibleEntrees.com.

ABOUT NBC UNIVERSAL TELEVISION DVD, , AND CONSUMER PRODUCTS GROUP

NBC Universal is a leader in providing entertainment programming to the domestic and international marketplaces. NBC Universal Television DVD, Music, and Consumer Products Group manages all global ancillary television business endeavors for the NBC Universal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBC Universal Online Store.

ABOUT REVEILLE

Reveille is a leading independent studio focused on exploiting worldwide intellectual property rights in scripted and unscripted television and digital entertainment, and a world leader in creating integrated marketing opportunities for advertisers. Reveille is known for popular and award-winning hit series including MASTERCHEF, THE BIGGEST LOSER, THE OFFICE, THE BURIED LIFE, UGLY BETTY, THE TUDORS, TABATHA’S SALON TAKEOVER, SHEAR GENIUS and PARENTAL CONTROL. Reveille has partnerships with both Microsoft and Yahoo! to develop original online series for brands. Web series include FIT TO BOOM for Subway, IT’S EVERYBODY’S BUSINESS WITH JACK AND SUZY WELCH for Microsoft, WHO KNEW? for Toyota Avalon and REAL LIFE MAKEOVER for Walmart. Upcoming television series include the highly-anticipated return of Paula Abdul to television with LIVE TO DANCE. Through its distribution arm, Shine International, Reveille distributes its extensive library of programming to more than 150 countries. Reveille is part of the Shine Group, one of the world’s foremost multinational entertainment and drama companies.

CEO of RF Focus, Radio and Music Industry Veteran. Radio DJ, Programmer, Musician and Voice Talent. Graduated from Performing Arts in Buffalo, N.Y. and worked at the legendary KKBT (92.3 The Beat) during its nationwide heyday in the early 90s. Also worked for Stevie Wonder at KJLH.

1 COMMENT

  1. i am excited about the new product. i want it now. did you mean this coming jan it would be in stores or is already in stores since jan that pasted?? i have been looking for the simply food products. please let me know. i can’t wait to start.. thanks, lynda heise

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