Time Inc.’s All You and Health brands have partnered with eMeals to deliver weekly meal plans. Clare McHugh, Group Editor, All You and Health says that her team is always on the lookout for new ways to provide content that their audiences will find useful. They were familiar with eMeals’ reputation for delivering customized meal plans to more than 1 million subscribers so when eMeals approached them to launch its first-ever branded meal offering, McHugh says they immediately saw an opportunity to deliver something the readers of All You and Health would find truly beneficial.
McHugh describes the Health audience as busy people who are focused on making small changes that help them live happier lives: “They are doers; they take tips and put them to work.” Fans of All You, she says, are women trying to make the most of their time and money. While both audiences increasingly engage with the brands digitally, the All You reader “does everything on her smartphone—it’s her camera, travel planner, newsstand…her total life organizer.” Both groups are pressed for time, but want to make healthy decisions about what to eat and how to feed their families, so these brands were ideal for developing eMeal plans.
The All You– and Health-branded meal plans are delivered by email or through the free eMeals mobile app and provide main dish recipes for seven dinners per week designed for a family of four. The Health recipes are made with whole foods and loaded with good nutrition. The All You recipes are balanced, designed to please the entire family and cost less than $3.50 per serving. The All You plan also offers a bonus dessert recipe and a cost-per-serving breakdown for each meal. Subscribers to both plans also receive interactive shopping lists and a nutritional analysis of each recipe.
Both All You and Health have a long history of providing recipes suited to readers’ lifestyles and expectations. In addition to nutritional information, it is noteworthy that recipes feature “regular, not obscure or intimidating, ingredients.” At the same time, they can be relied on to offer healthy, easy-to-prepare and, in the case of All You, affordable meals for the whole family. “We’ve tested all of our recipes, so people know you can trust them.”
Maintaining that trust was important as the All You and Health eMeals offerings were being developed. In fact, McHugh tested the plans out herself, “I went to the store on Sunday with the weekly plan and made all of the recipes during the week. I experienced such a sense of relief that all of the meal planning and grocery lists were already done…I love the eMeals approach. It does so much of the hard work for you.”
McHugh points out that women’s magazines have been in the business of helping women run their lives more efficiently “as long as there has been a republic. Though the mediums continue to evolve, the fundamental needs don’t change,” she says. Thus, this latest offering is a natural extension of what women’s magazines have always done. “We’ve taken a print expectation—cutting out great recipes and putting them in a recipe box—and brought it to the digital age.”