Fridge Raiders has unveiled its latest creation, Poppers, designed for individuals navigating increasingly busy lives. The high-protein, flavour-packed chicken bites will be available from April, in Cheesy Nacho flavour, with a second flavour to follow.
Informed by consumer research, Fridge Raiders has uncovered a compelling insight – a clear demand for snacks that prioritise taste, while providing protein for those seeking a satisfying and satiating snacking experience. Poppers have been developed with the consumer in mind, delivering bite-sized pieces of 100 per cent succulent chicken breast in tasty textured coatings, ensuring an intense flavour delivery.
The introduction of Poppers will be supported by fresh communication campaigns, including TV advertisements. The food-to-go category has become an integral part of most people's food habits, with the category increasing in value by +31.7 per cent in 2022 to £21.4 billion, according to Lumina Intelligence’s Food to Go Report 2023.
With an RSV of £112 million, Fridge Raiders is prominent in the category. According to the Kantar Brand Footprint study, Fridge Raiders ranked as the 99th most-chosen brand, while The Grocer's 'Top Brands' list positioned it as the 102nd biggest brand, and has achieved an impressive 10 per cent year-on-year RSV growth, doubling its value since 2019.
"We're thrilled to introduce Fridge Raiders Poppers, a delicious and convenient ready-to-eat option for consumers,” said Chris Doe, UK Marketing and Innovation Director, Pilgrim’s Food Masters. “Our newest innovation marks our commitment to bringing great-tasting choices to the forefront of the snacking market and is a great addition to our popular core range of Fridge Raiders products."
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