Leading meat snacking brand Fridge Raiders has announced the launch of its new Chicken Grills range, available in two varieties: Tandoori Mini Fillets and Roast Chicken Mini Fillets.
Fridge Raiders has seen impressive growth in the past year, with a value sales increase of 5 per cent. Poised to significantly broaden the meat snacking category’s consumer appeal, the new range is designed to meet growing demand for delicious, healthier snacks that never compromise on quality or taste – bringing new consumers into the category.
The launch adds to Fridge Raiders’ popular ranges produced by one of Europe’s largest food companies, Pilgrim’s Europe, the new name for Pilgrim’s Food Masters together with Moy Park and Pilgrim’s UK.
Chicken Grills offer an impressive nutritional profile, packed with protein (23g per 100g), containing less than 50 kcal per mini fillet, and are HFSS compliant. The new Chicken Grills range is tailored specifically for health-conscious snackers and has achieved an 81 per cent purchase intent in recent consumer testing.
Meeting growing demand for healthier snacks, the range blends great taste with convenience – ideal for on-the-go consumption, quick and healthy lunches, and workday refuelling, without compromising on flavour or nutritional value.
Both flavours are available in three-fillet multipacks (105g – £2 RRSP), with the Roast Chicken variant also in convenient single packs (35g – £1.30 RRSP).
The Chicken Grills range is housed in 100% recyclable packaging, made from a premium, paper-like substrate combined with a recyclable film. Its easy-open, top-peel design ensures effortless, convenient snacking for consumers on the move.
‘When Cravings Hit, Fillet’
The launch will be supported by a brand-new £2.7 million 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.
This builds on its strong brand awareness of 85 per cent, with previous marketing campaigns attracting over 196,000 new consumers, and adding more than 12,000 new distribution points in 2024 compared to 2023.
“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,” Chris Doe, marketing director at Pilgrim’s Europe, said.
“After an amazing year, 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.”
