Moy Park has launched a new brand of chilled chicken products, playing heavily on comic book imagery.
Its lines so far include a range of Pow! oven-bake breaded chicken wings (rsp: £2.60/500g), which have joined Zap! microwaveable chicken wings (rsp: £1.65-£2.29/300g) on shelves in Sainsbury’s.
The brand said its microwaveable wings offered consumers a “high in protein, convenient snacking option in a range of on-trend flavour combinations, including barbecue and buffalo”. The pair rolled out into Sainsbury’s and Ocado in February, followed in recent weeks by the spicy, breaded Pow! line.
The range expands the own label poultry giant’s branded presence, adding to its Moy Park and O’Kane brands which are often seen in c-stores.
“Pow! Firecracker British chicken wings have been launched to improve and enhance the out of home excitement associated with coated chicken,” said senior brand marketing manager Moira Mills, “The spicy firecracker coating gives consumers a tasty meal or in-home snack, and are oven baked from fresh in 25 minutes.”
The range follows the launch of ABP’s superhero themed range of sausages and burgers, which rolled out into Asda last summer, in a bid to “create excitement for meat products in younger consumers”.