mattesons world cup brazil chicken fridge raiders

Mattessons is looking to cash in on the forthcoming Rugby World Cup with a limited-edition ‘Scrum’my’ variant under its Fridge Raiders brand.

Scrum’my Chargrilled Chicken will be rolled out across the trade from 31 August - ahead of the September/October tournament - in 60g single and 3x25g multipack formats featuring a rugby-inspired design (rsp: £1.29-£1.49).

Brand owner Kerry Foods is hoping the latest limited edition will mirror the success of its limited-edition Brazilian Chargrilled flavour, launched last year to celebrate the football World Cup, while research by Nielsen Scantrack shows that snack sales grew 6% during the 2012 Olympics.