Birds Eye is adding five new products to its Chicken Shop range – Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders, and Crispy Seasoned Fries.
The brand noted that the new additions bring more options inspired by key flavour trends for shoppers seeking a convenient alternative to a takeaway, building on the success of the Chicken Shop range since its relaunch a year ago.
Research shows that around two-thirds (65%) of shoppers who had a ‘fakeaway’ in the past three months have said they have a ‘fakeaway’ at least once a week, highlighting the continued popularity of these occasions. Launched to appeal to a young adult audience (18-34-year-olds), the Chicken Shop Chicken Fries and Tenders have been inspired by on-trend flavours and formats from quick service restaurants (QSR).
Birds Eye relaunched its Chicken Shop range in 2024 with the rollout of seven new products inspired by bricks & mortar chicken shops. These innovations added £8m of additional sales, demonstrating the growth opportunity for retailers. The brand noted that the Chicken Shop range also has a proven track record of bringing new shoppers into the category, with around one in six (16%) shoppers buying Chicken Shop products new to the frozen poultry category, driving more footfall down the frozen aisle.
Claire Sutton, Marketing Director at Birds Eye, commented: “Following the success of the relaunch of our Chicken Shop range last year, we wanted to maintain the momentum and keep our shoppers coming back for more. Our latest launches tap into the growing demand from consumers for takeaway-style meals at home, introducing a range of Tenders and Chicken Fries inspired by flavours from across the globe.
“We’re offering even more choice in the frozen aisle, helping consumers pick up everything they need for a tasty meal ready to enjoy at home with family and friends.”
The Birds Eye Chicken Shop Spicy Korean Tenders, Sweet Chilli Tenders, BBQ Chicken Fries, and Nacho Jalapeno Chicken Fries all have an MRSP of £4.50, while the Crispy Seasoned Fries have an MRSP of £3.00. The range will be rolling out across retailers this month.
