A natural new range of simple' chicken products is to be launched by leading supplier Sun Valley Foods.
The range, entitled Simply the Breast', is a deliberate move away from the company's well-known processed chicken products.
Sales and marketing director Chris Hall said: "The rational is that the fresh coated market is now mature and there's a move towards more real' chicken products.
"The new range has been designed to do exactly what it says on the tin. It's free from artificial colouring, flavourings, E-numbers and has no GMOs."
Hall said the range of four chicken breasts was a mid-range product aimed at busy mums who wanted their families to eat well.
"We did six months of consumer research and it was clear there was a gap for a company that people trusted to produce a straightforward product that was clear and made no outrageous claims.
"Although the name might seem corny, we see it as a fun and quick way to communicate and reinforce the message that it's good for families."
The range consists of two garlic and peppercorn chicken fillets at £3.29, two southern fried or two breaded chicken fillets, both at £2.29 and two battered chicken mini fillets at £2.19.
The range is also packaged in a straight-to-oven tray for extra convenience.
Hall said the range would be first launched into Morrisons in June with listings in other retailers to follow.
The launch is said to be the first in a line of new products from Sun Valley this year, with further launches planned in the summer.