Birds Eye has added a new Salt & Pepper Goujons line to its Chicken Shop range.
The new goujons are available nationwide in Tesco and Sainsbury’s (rsp:£3/325g).
The brand claimed the Chicken Shop range met rising demand for “fakeaways”, with Brits having 25% fewer meals out than before lockdown [Kantar 1 w/e 4 October 2020] and consumers instead looking to treat themselves at home.
“Over the last two years, chicken strips and goujons have enjoyed strong [value] growth of 15%. This format has a great fit with our Chicken Shop consumer and is the perfect addition to our current range, which provides choice of high-quality chicken made from 100% chicken breast for the ultimate fakeaway experience,” said Annalisa Fanali, marketing manager for Birds Eye Chicken.
“With consumers continuing to spend more time at home over the last year, this new and exciting launch provides us with the perfect opportunity to bring in new shoppers to the brand,” she added.
Birds Eye hopes the new launch will maintain the momentum of its Chicken Shop brand, which launched in 2018 and has seen strong growth during the pandemic, with value sales growing by 54% last year [NielsenIQ 52 w/e 1 January].
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