Reveille announced a partnership with Rodale Inc. to develop and produce an unscripted television program based on “Eat This, Not That!,” the bestselling book series created by Men’s Health Editor-in-Chief David Zinczenko and Food and Nutrition Editor Matt Goulding.
Eat This, Not That! was inspired by the popular Men’s Health magazine column and presents a no-diet weight-loss solution that allows consumers to eat their favorite foods and still lose weight. The unscripted show will expand on the easy-to-use format of the book, which provides thousands of simple food swaps that will save unwanted calories at any restaurant, drive-thru, supermarket or kitchen.
The original Eat This, Not That! book debuted as a runaway bestseller in 2008, and has sold more than one million copies to date. The second and third books in the series – “Eat This, Not That! For Kids” (September 2008) and “Eat This, Not That! Supermarket Survival Guide” (January 2009) – also debuted with instant success and have brought the franchise to more than 3.5 million copies in print.
“Eat This, Not That! is a publishing phenomenon and demonstrates Reveille’s desire to work with the best in class intellectual property to create distinctive, entertaining, but also enlightening programming that gives the audience great information and service they can use,” said Mark Koops, Managing Director at Reveille. “Over the past four years, Rodale has been a great content and marketing partner, leveraging the power of Prevention magazine as well as the Rodale database to support ‘The Biggest Loser.’ We look forward to developing an expanded platform for Eat This, Not That!” he added.
Reveille and Rodale have partnered for six seasons of “The Biggest Loser,” which has featured integrations with Prevention magazine Editor-in-Chief Liz Vaccariello. Rodale also publishes “The Biggest Loser” books, six of which have hit The New York Times bestseller list. Reveille, Rodale, and NBC are also partners on BiggestLoserClub.com, the online, subscription-based extension of the show, which boasts tens of thousands of members.
No outlet has yet been announced for the TV series to be based on Eat This, Not That!
