Kerry Foods is moving its Mattessons chilled meats brand into new snacking territory in an attempt to wrestle market share from brands such as Unilever’s Peperami.
Fridge Raiders Chicken Bites are bite-sized chicken pieces that Kerry said would help develop the category for healthy chilled meat snacking.
Packaged in 70g bags, the products come in two flavours, Roast and Tikka, and are being positioned as a healthy option because they are made from 100% chicken breast and contain 110 calories and 7% fat per pack. They will be launched into Morrisons on July 18 with an rsp of £1.09, and will be listed across all the major multiples within the next eight weeks.
The development highlights companies’ increased interest in the healthy on-the-go chilled meat products sector, which is experiencing growing appeal among young men.
In April, PPM Foods entered the category with Snakstix, a low-fat poultry protein product that the company said was targeted at the snacking and lunchbox markets (‘New snack sticks its neck out’, The Grocer, April 23, p54).
A £1m marketing campaign for Fridge Raiders will begin this month, running until the end of the year, comprising national trade and consumer PR and sampling. Further activity is planned for 2006.
Stefan Chomka