'Eat This, Not That!' ripe for Reveille

Book series headed for TV incarnation

Reveille is seeking to expand its health-based programming-and-publishing efforts with a new partnership based on the bestselling book series "Eat This, Not That!"

The production company, which also co-produces NBC's "The Biggest Loser," is teaming with "Eat This" publisher Rodale on a new deal that includes shopping a series proposal to networks.

"'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.

Reveille has previously partnered with Rodale. Six seasons of "The Biggest Loser" have featured integrations with "Prevention" magazine editor-in-chief Liz Vaccariello. Rodale also publishes the bestselling "The Biggest Loser" books.

"Eat This, Not That!" was created by "Men's Health" editor-in-chief David Zinczenko and nutrition editor Matt Goulding.