HIDE adds Grace Beverley as co-founder

HIDE, the chilled prepared-meals brand that launched exclusively in Tesco last month, has appointed Grace Beverley as co-founder and strategic adviser.

The product

Created by Lean Kitchen Network with NHS doctor Dr Rupy Aujla as scientific ambassador and Flight Studios on brand and creative, HIDE sells six chilled ready meals and two salad bowls across Tesco's chilled aisle and meal deal section.

Each SKU contains at least 25g of protein, 8g of fibre, and no more than 5g of added sugar — numbers designed to help shoppers hit the NHS-recommended 30g of daily fibre and a standard 25g-per-meal protein target. All meals retail under £5.

Why Grace Beverley joined Hide

Beverley is best known for founding activewear brand TALA, fitness platform Shreddy. HIDE marks her first operating role in food.

Writing on LinkedIn, Beverley positioned her involvement as a near-perfect customer fit: "For the last 18 months, after doing every test under the sun on my hormones, PCOS and nutrition, I've been trying to find lunch options that hit my protein and fibre goals, don't cost the world and most importantly, are actually something I look forward to when it hits midday in the office."

She said founder Faraz Nagree's pitch convinced her to move from advisory work to ownership: "Initially it was just to offer some advice and consultancy. But in classic 0 to 100 fashion, I've now ended up joining as a co-owner."