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Fridge Raiders shakes up plant-based snacking with Meat-Free Tasty Bites

Fridge Raiders shakes up plant-based snacking with Meat-Free Tasty Bites
Andy Marino
By Andy MarinoApr 27, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Fridge Raiders, a Pilgrim’s Food Masters brand, has announced the launch of Meat-Free Tasty Bites, rolling out across grocery and convenience channels in May.

Made with the fava bean, Fridge Raiders Meat-Free Tasty Bites mimics the brand’s best-selling Chicken Bites, even down to its hearty texture and superior flavour.

Launching in its classic Slow Roasted flavour and consumer favourite Katsu, the new Fridge Raiders Meat-Free Tasty Bites pack a punch with protein and fibre to help keep shoppers fuller for longer.

The plant-based category is currently worth £572 million and shows no signs of slowing down. Recent research by Pilgrim’s Food Masters forecasts the category will be worth £998 million by 2026. With plant-based snacking growing 17.5 per cent year on year and predicted to be worth £42 million by 2025, there is a huge opportunity for growth. The launch of Fridge Raiders Meat-Free Tasty Bites offers retailers the chance to boost meat-free snacking sales with a brand that they can guarantee will be a hit with shoppers.

Fridge Raiders has been on a huge growth trajectory in recent years, named as the second-fastest growing brand in FMCG last year. With a sales increase of 33.4 per cent in 2021, Fridge Raiders has now reached an RSV of £94.2 million.

FREERAID FridgeRaiders MF Slow Roasted 65g RENDER STG2

“The growth of the meat-free category is not slowing down, so we’re excited to offer our customers a delicious meat-free snacking option in a category that we know currently under-delivers on taste.” says Chris Doe, Marketing Manager for Fridge Raiders and Richmond. “We know that consumers are on the hunt for a meat-free snack that delivers on taste, texture and quality whilst also being a healthy and fulfilling option. At Fridge Raiders, we love a challenge and we’ve put everything we’ve learned from our much-loved Chicken Bites into creating the perfect plant-based alternative. Our Meat-Free Tasty Bites tick all the boxes for beating hunger cravings and packing a punch with flavour.”

Fridge Raiders Meat-Free Tasty Bites will be available in a 65g back-of-store format and front-of-store 45g grab bags, catering to evolving consumer snacking habits.

Fridge Raiders will be supporting the launch with a £1.1m integrated campaign including advertising on VOD, social and OOH channels as well as in-store activations to boost trial.

chris doefridge raidersmeat-free tasty bites

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