Fridge Raiders is making its first foray into plant-based.
The on-the-go chicken chiller staple has added a duo of Meat-Free Tasty Bites.
They are made with fava beans, which the brand said helped imitate the core snack’s “hearty texture and superior flavour”.
Two flavours – slow roasted and katsu – have rolled out in 45g and 65g bags (rsp: £1-£1.30).
Fridge Raiders said it wanted to make its products “accessible to even more shoppers”.
“The growth of the meat-free category is not slowing down, so we’re excited to offer our customers a delicious meat-free snacking option in a category that we know currently under-delivers on taste,” said marketing manager Chris Doe.
The launch will be backed by a £1.1m marketing push spanning video-on-demand ads, social and out of home activity alongside in-store activations.
Fridge Raiders is owned by Pilgrim’s Food Masters, which has had much success with its Richmond Sausages brand in plant-based over past years.
This month it announced it was killing off its Taste & Glory plant-based brand to focus on growing the Richmond portfolio in meat-free. A number of Taste & Glory lines have moved over to the Richmond brand with the move.
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