Fridge Raiders is aiming to “reshape the meat snacking landscape” with the launch of its new Chicken Grills range. It is rolling out across major retailers nationwide in two varieties – Tandoori Mini Fillets and Roast Chicken Mini Fillets.
Fridge Raiders has seen solid growth in the past year, with a value sales increase of 5%. Poised to significantly broaden the meat snacking category’s consumer appeal, the new range is designed to meet growing demand for healthier snacks.
The Chicken Grills are packed with protein (23g per 100g), containing less than 50 kcal per mini fillet, and are HFSS-compliant. The range is tailored specifically for health-conscious snackers and has achieved an 81% purchase intent in recent consumer testing.
Both flavours are available in three-fillet multipacks (105g – £2 RRSP), with the Roast Chicken variant also available in single packs (35g – £1.30 RRSP).
The Chicken Grills range is housed in recyclable packaging made from a paper-like substrate combined with a recyclable film.
The launch will be supported by a new £2.7m marketing campaign running from May to October, covering the new Chicken Grills range and the brand’s established Chicken Bites. Activity includes digital OOH advertisement, always-on social media advertising, influencer partnerships, shopper activations and sampling.
Chris Doe, Marketing Director at Pilgrim’s Europe, said: “With Fridge Raiders Chicken Grills, we’re not just launching a new product – we’re redefining meat snacking by attracting an entirely new group of health-conscious consumers.
“After an amazing year, with Fridge Raiders making it into The Grocer’s Top 100 brands, this new range is set to keep that momentum going. Our upcoming marketing campaign will be key to drawing in new snackers to the category, helping more people discover and enjoy the growing portfolio Fridge Raiders has to offer.”
