George Foreman brand expands into ready-to-grill snack foods

The George Foreman brand, famous for its Lean, Mean Fat Reducing Grilling Machine, is gearing up to break into the food market with a range of meat, fish, poultry and game products.

It is understood that Nor-thern Foods Grocery Group has signed a licensing agreement to use the name and is also looking to break into the convenience food market with a range of ready-to-cook burgers already in rolls, sausage rolls and hot dogs in bread rolls.

All the products are ex-pected to be tailored for use in the George Foreman Grill, which is suitable for heating paninis and sandwiches, as well as cooking meats and vegetables.

It is thought the range will be positioned as a healthier convenience food option, consistent with the ethos of the grill. The well-known former boxer appears in commercials for the grill saying: “It’s so good I put my name on it!”.

The indoor grill is manufactured by Salton and has deep indentations on the cooking surface that allow excess fats to drain away during cooking.

Since its introduction in 1995, over 100 million grills have been sold and a variety of versions and sizes are now available.

Northern Foods Grocery Group’s brands include Goodfellas pizzas, Matthew Walker Christmas puddings and Fox’s biscuits.

The Leeds-based company supplies ready meals to a wide range of retailers. The firm has lengthy experience in convenience foods and produced the first chill-ed ready-made meal in the UK – a chilli con carne for Marks & Spencer – in the 1970s.