Moy Park has launched a new four-strong ‘Fakeaway’ range in Asda stores across Britain and Northern Ireland.
The range includes Peri Peri Chicken Strips 400g, Tempura Chicken Chunks 350g, Buttermilk Chicken Tenders 400g and Salt and Chilli Chicken Chunks 350g, which are all made with whole breast chicken fillets. Moy Park stated that it had identified a market gap for branded whole fillet frozen coated chicken, which comprised only 19% of the category volume in 2023.
The Fakeaway range was developed in response to emerging food trends and the growing demand for flavour, variety, and convenience in the frozen coated chicken category. When surveyed, 86% of shoppers said they would like the option to buy a fakeaway style product, with flavour and convenience listed as top priorities.
Ellen Wright, Senior Brand Marketing Manager at Moy Park, said: “We are delighted to increase our brand presence in Asda with the launch of our exciting new Fakeaway product range into stores. The relationship between Asda and Moy Park has gone from strength to strength over the years, and we are really looking forward to working with the team once again.”
She added: “With 75% of shoppers stating that they would prefer frozen breaded chicken to be of UK origin, we’re looking forward to seeing the response.”
Meanwhile, Jon Hollingsworth, Frozen Meat, Poultry & Fish Buying Manager for Asda, commented: “We have seen growing interest in the fakeaway trend, with customers seeking cost-saving meal options that delight tastebuds. With a diverse range of frozen coated chicken offerings, we’re already seeing excitement and strong early purchase intent from Asda shoppers for Moy Park Fakeaway.”
The new Moy Park Fakeaway range retails at £4.00 RRP and launches on an introductory offer of save £1. The Asda launch will be supported by a range of in-store activations, including POS, end aisle fins, wobblers, and stickers to draw attention to the new range in the frozen category. Moy Park will also roll out a series of social media activations, including Fakeaway recipe videos, influencer activity and a competition.
NAM Implications:
- Amid the growing popularity of Fakeaways…
- …a chicken-based offering could be a gain for Moy Park.
- Worth a try…
