Entrepreneur Grace Beverley has joined Lean Kitchen Network’s new food brand Hide as co-founder and strategic adviser, as it looks to redefine the prepared meals category.
Beverley is known for building “category-defining companies that solve real problems”, having founded womenswear brand Tala, fitness tech platform Shreddy and personal organisation brand The Productivity Method, as well as AI company Retrograde.
The appointment signals a new chapter for the recently launched brand as it looks to “redefine prepared meals with uncompromising nutrition, real ingredients and genuinely great taste”, Hide said.
Lean Kitchen Network launched Hide in Tesco last month, offering six chilled ready meals and two salad bowls built around “whole ingredients and nutrient prioritisation”. Each meal or bowl contains at least 25g of protein, 8g of fibre, and no more than 5g of added sugar.
The range was developed alongside Dr Rupy Aujla, founder of The Doctor’s Kitchen and Hide’s scientific ambassador, to help customers hit 25g of protein per meal and the NHS‑recommended 30g of fibre a day.
Beverley cared deeply about Hide’s 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,” he added.
Commenting on her appointment, Beverley said: “My rule has always been simple: I only get involved in companies that solve a problem genuinely begging for a solution. Hide was exactly that.
“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.”
She added: “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.”
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