Young’s Seafood is aiming to reverse the decline in frozen poultry by extending its Chip Shop brand with the launch of three new chicken lines.
Young’s Chip Shop Special Orders go on sale nationally on 17 October and consist of four large crispy chicken breast steaks (rsp: £3/480g), eight crispy chicken breast strips (£2/290g), and 20 crispy chicken breast bites (£2/340g).
The products contained 100% chicken breast, sourced from the EU, and reared in line with Young’s poultry welfare standards, “which meet and go beyond all Red Tractor requirements on welfare”, Young’s said.
Coated in the brand’s signature bubbly batter, the newcomers mark Young’s first venture into frozen chicken since a short-lived trial with Iceland in 2013, and were a response to the growing trend for chicken on fish & chip shop menus, said marketing director Yvonne Adam.
The products scored significantly higher in testing than rival battered chicken products, and with frozen poultry sales falling by 5.1% for the year to 28 February [Kantar Worldpanel], there was “huge potential to drive growth back into the frozen chicken category by offering shoppers more brand choice and innovation”, Adam added.
No comments yet