FrieslandCampina is launching a new meat-free chicken alternative brand called ‘Tender’lish’ into the UK market following its roll-out in mainland Europe.
The four-strong range – featuring Chik’n Cheese Escalope (RSP: £3.25), Cripsy Chik’n Fillet Burger (RSP: £3.00), Crunchy Chik’n Tenders (RSP: £3.00) and Cripsy Chik’n Fillets (RSP: £3.00) – will arrive in the UK grocery channel from early October. It currently has a presence in retail and foodservice outlets in Belgium, Germany and the Netherlands, as well as in four McDonald’s markets.
The company noted that meat-free chicken is the fastest-growing subset in the chilled category, with a 22% increase year-on-year. However, it said that chicken alternatives are underrepresented compared to other segments, such as pork and beef, with only 14% of sales.
Tender’lish is claimed to offer consumers a uniquely attractive proposition due to its innovative dairy base. Made with up to 60% skimmed milk, unlike competitors that use soy, pea, wheat or mycoprotein to form the base of the protein, Tender’lish delivers “naturally nourishing benefits”. The high dairy content provides a source of protein and calcium, whilst the products are also a source of fibre and iron.
Tender’lish was awarded a Great Taste Award in August 2023, with judges describing the product as: “A generous-sized, golden bite with a chunky coating giving a great first impression. A perfect balance of coating to protein and a meaty texture that temporarily made the judges forget they weren’t eating chicken… Lovely looking tenders, golden and inviting. The cut and bite are ‘meaty’ and fulsome in the mouth and deliver a very clever aroma of chicken… The golden crispy crumb was a nice detail, and a step above the usual breadcrumb coating. A high-quality alternative to crispy chicken tenders, with added textural interest from the tortilla and well-judged seasoning. A step up in meat-free alternatives.”
The launch of Tender’lish into the UK market will be supported by an ATL activation, representing an investment of £2m in 2024, alongside shopper activations, sampling, and social and digital amplification.
Alison Lees, UK Marketing Lead for Tender’lish, said: “After several years of successive double-digit growth, performance in the meat-alternative category has been challenging over the past six months. However, at a time when some manufacturers are withdrawing from the UK market, FrieslandCampina is confidently investing for future growth, offering something genuinely new, different and superior within the key growth subset of chicken alternatives.
“The key category barrier remains taste, whilst our products outperform not just meat-free but even real chicken products in expert sensory panels. After the success we’ve seen in multiple European territories, and with our Chik’n Cheese Escalope SKU occupying the number one, best-selling spot within the chilled, meat-free category in the Netherlands, the appetite and demand for our products has been clearly established and we’re confident that Tender’lish will take the UK meat-alternative market by storm!”
NAM Implications:
- Classic appeal to consumers that don’t like to be ‘first’: “success we’ve seen in multiple European territories”.
- Yet a first in the UK for ‘Early Adopters’.
- So if the taste passes muster, rivals beware…
