Food company HIDE has announced that serial entrepreneur, author and industry disruptor Grace Beverley has joined the business as Co-founder and strategic adviser. Beverley’s arrival signals a new chapter for HIDE as the brand continues its mission to redefine prepared meals with uncompromising nutrition, real ingredients and genuinely great taste.
Founder of womenswear brand TALA, fitness tech brand Shreddy, personal organisation brand The Productivity Method, and Co-Founder of AI company Retrograde, Ms Beverley is known for building category-defining companies that solve real problems.
HIDE launched exclusively in Tesco last month, created by Lean Kitchen Network, NHS doctor Dr Rupy Aujla, and Flight Studios, built on a straightforward belief that food should taste delicious, and be made from ingredients you recognise.
For too long, convenience has come at a cost – hard to read labels, questionable ingredients, and nutrition as an afterthought. HIDE changes this. Built around whole ingredients, nutrient prioritisation and more transparency, HIDE is on a mission to prove that what’s good for you doesn’t have to mean compromise.
Together, Ms Beverley and HIDE are setting out to change the landscape of convenient eating – making it easier for people to fuel well without sacrificing flavour, cost or quality.
“My rule has always been simple: I only get involved in companies that solve a problem genuinely begging for a solution,” said Ms Beverley. “HIDE was exactly that. So when their email dropped into my inbox for advisory work, I knew I had to be involved. Their brief was straightforward, a convenient, affordable lunch that actually hits the nutritional benchmarks we’re all told we need to hit every day, without tasting like a compromise. As someone who’s tried every “healthy” lunch option out there, I can safely say that combination, in an affordable format people actually want to eat, didn’t exist. When Faraz reached out with his vision for HIDE, I knew they were onto something, and then I tasted the food, and there was no going back!”
“Grace cares deeply about our mission to make better food choices accessible for millions more people,” said Faraz Nagree, Co-founder of HIDE. “Her reputation in the wellness space and building high-performance brands speaks for itself, and as soon as we met her, we knew it just felt right. We’re super excited to have her on the team and we’re just getting started!”
HIDE’s 10 meals can be found in selected Tesco stores nationwide and online, including six chilled meals, two Food To Go grain bowls, and two Food To Go snacks. Its meals and salads contain 25g or more protein and 8g or more fibre and less than 5g of added sugar, and include products such as Chicken Shawarma with Hot Honey Sweet Potato, King Prawn & Chicken Paella with Roasted Veg (380g), BBQ Jerk Chicken with Jollof Rice, and Jerk BBQ Pulled Pork, Green Chilli & Chickpea Grain Bowl. These aren’t the flavours of the ready meal or meal deal aisle you grew up with. These are dishes built around one non-negotiable principle: taste comes first.
The HIDE brand has been launched by the Lean Kitchen Network in collaboration with Samworth Brothers, one of the UK’s most respected food manufacturers. Set-up by Faraz Nagree in 2018, Lean Kitchen Network is one of the UK’s most innovative brand creation and food service businesses, launching the likes of Twisted London, Heinz Brekkie and KOREATOWN.
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