Fridge Raiders has expanded its range with the launch of Grills Chicken Skewers in Chinese BBQ and Satay, and Frank’s RedHot Chicken Bites.
The Pilgrim’s Europe-owned chicken snack brand said the launches were designed to make meat snacking more appealing to consumers.
Made with 100% chicken breast, the skewers expand the brand’s Grills range. They contain 8g of protein per piece and under 50 calories, making them a “credible alternative to traditional protein snacks”.
“Our Chicken Skewers address health-conscious consumers who don’t consider meat snacking, while Frank’s RedHot taps into the massive hot chicken trend with a collaboration that brings genuine flavour excitement,” said Chris Doe, marketing and innovation director at Pilgrim’s Europe.
The skewers come in single 30g packs (rsp: £1.30) which are stocked in Asda and Iceland, or in packs of three (rsp: £2) which are available in Asda and Morrisons.
Meanwhile, the collaboration with Frank’s RedHot marks Fridge Raiders’ first brand partnership and appeals to the fast-growing ‘hot chicken’ space it said has proven popular with Gen Z and millennial shoppers, it said.
The Frank’s RedHot Bites are available in three formats: 45g (rsp: £1.30), 70g (rsp: £1.25) and multipack (rsp: 3.75). Asda is stocking all three formats, while Tesco and Morrisons are stocking both the 45g SKU and the multipack, with Sainsbury’s stocking the multipack only.
“This isn’t simply about adding products, it’s about strategically growing the category by removing barriers and recruiting new consumers,” said Doe. “We’ve identified specific opportunities to bring new shoppers into meat snacking, and we’re backing that with genuine commitment.”
The product launches are supported by Fridge Raiders’ ‘Chicken for the Road?’ television campaign, which has been created to build awareness and emotional connection through light-hearted humour.
The co-ordinated approach aimed to “unlock the significant opportunity for retailers that still exists for meat snacking, moving the category beyond its core user base”, the brand said.
“The pre-testing results are the strongest we’ve ever seen, and the investment behind it demonstrates our commitment to building the category, not just our brand,” Doe added. “When you’re at this scale and delivering this level of growth, you have a responsibility to lead. That’s exactly what we’re doing.”
No comments yet