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Fridge Raiders expands flavour range

Fridge Raiders expands flavour range
Andy Marino
By Andy MarinoNov 14, 2022
Andy Marino
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Fridge Raiders, part of Pilgrim’s Food Masters, has announced two exciting new additions to its snacking range. Available in store now, shoppers can enjoy the new extended Fridge Raiders’ range which includes Smoky BBQ Chicken Bites and Hot and Spicy Chicken Bites.

The category is going from strength to strength, evidenced by snacking giant Fridge Raiders seeing value sales up 12.6 per cent in just the last 12 weeks. This presents a huge opportunity for retailers to tap into the growing appetite for meat snacking.

Fridge Raiders says it has has innovated in response to changing consumer tastes and preferences, and this strategy has seen the brand reach an RSV of £100m, making it one of the category’s biggest players with an extraordinary 33.4 per cent share of the category.

“We know consumers are hungry for exciting new flavours in meat snacking and this flavour explosion across our range highlights our commitment to innovation,” said Chris Doe, Marketing Controller at Pilgrim’s Food Masters. “As we look to drive the snacking category forward, and cater to ever-growing consumer demand, we want to give retailers snacking options that offer shoppers exciting new flavours in a variety of formats, suitable for every occasion.”

New flavours include:

Fridge Raiders Hot and Spicy Chicken Bites (4x40g Adult Multipack): the newest flavour to be offered in a larger multipack format aimed at adult snackers, with a stronger flavour, designed with adult snacking in mind.

Fridge Raiders Smoky BBQ Chicken Bites (165g Grazing Pack): In response to the growth of at-home snacking occasions, Fridge Raiders is adding this new flavour to its popular 165g Grazing Pack.

The Grazing Pack format has proven a hit with consumers through its "peel and reseal" packaging helping keep snacks fresher for longer. This new flavour addition to the format enables retailers to capitalise on the home snacking boom with a flavour consumers know and love.

Fridge Raiders Hot and Spicy Adult Multipack (4 x 40g) - £2.50

Fridge Raiders Smoky BBQ Grazing Pack (165g) - £2.50

chris doefridge raiderspilgrim’s food masters

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