Cooked chicken manufacturer Forresters has unveiled its latest innovation in the chilled poultry category, Crisp Up, a new brand of ready-to-air-fry chicken aimed at delivering restaurant-style crunch at home.
Launching in Morrisons this month, Crisp Up has been developed to meet the surging demand for fakeaway-style meals and the continued growth in air fryer ownership, now in over 60% of UK households.
Made with cooked chicken breast, Crisp Up features crispy coatings designed specifically for air fryers. The range includes Kentucky Tenders (Southern-style seasoned tenders – 330g), Love Me Tenders (Classic golden chicken tenders – 330g), and Pop Bites (Bite-sized popcorn chicken – 340g), with an RRP of £4 per pack or as part of the 3 for £10 mix & match deal.
“Crisp Up has been developed to bring some of the contemporary, restaurant-quality hot chicken people enjoy on the high street into retail,” said Tim Diggle, Commercial Director at Forresters. “Morrisons has been a supportive launch partner in making this happen quickly, and we’re excited by the early traction.”
The new brand will be supported by a digital-first launch campaign, PR, in-store POS and shopper support, with plans for wider distribution in the coming months.
Established in 1972 and based in Cheshire, Forresters is a second-generation, independently owned cooked chicken manufacturer, now turning over £100m, up from £14m in 2010. The business produces approximately 1.5 million packs per week for UK retail. In addition to Crisp Up, Forresters owns the ‘Delimore’ brand of cooked chicken, which generated retail sales of approximately £30m in 2024.
