Birds Eye has added a duo of chicken wing SKUs made in partnership with Sauce Shop.
Limited-edition Buffalo Hot and Honey Chipotle pair Birds Eye Chicken Shop wings with a sachet of Sauce Shop sauce for “at-home customisation”.
They will hit Tesco and Sainsbury’s freezers on 2 March (rsp: £4.50/385g), tapping shoppers’ appetite for “bigger, bolder flavours”.
Research commissioned by Birds Eye showed new flavours made chicken fakeaways feel “more special” to 40% of 18 to 34-year-olds [The Mix Chicken Shop research 2024].
The collaboration with Sauce Shop would drive “cross-category interest designed to strengthen trial, repeat and basket spend”, said Birds Eye.
“Our Chicken Shop range has always been about bringing quick-service, restaurant-style quality into the frozen fixture, and flavour sits at the heart of that,” said Birds Eye marketing director Claire Sutton.
“Partnering with Sauce Shop, one of the most exciting flavour brands in the UK, lets us bring the kind of sauces people obsess over online straight into the freezer aisle,” she added.
Sauce Shop co-founder Pam Digva added that Buffalo Hot and Honey Chipotle BBQ were “two of our best-loved profiles, so they felt like a natural fit for the range”.
Value sales of Birds Eye’s Chicken Shop range rocketed by 28.2% on volumes up 28% in the year to 27 November 2025, according to NIQ data.
Meanwhile, value sales of Sauce Shop table sauces soared by 31.6% to £4.4m on volumes up 30.7% last year [NIQ 52 w/e 6 September 2025].
Birds Eye last week unveiled its three-strong premium marinaded chicken range, Editions, targeted at shoppers aged 34 to 55.
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