Birds Eye’s new sharing takeaway style chicken bites, Chicken Shop, will be available from November to retailers across the nation.
The range will be available in four varieties, including: Buttermilk Strips, Hot & Fiery Chunks, Maple & BBQ Wings and Southern Fried Wings. The launch will also be supported by a £3.5m marketing investment, spanning TV, social media and in-store events.
The launch is aimed at tapping into the growing demand for chicken, with frozen chicken currently worth £440m in the UK, and up in value by 9.3% and in volume by 4.7% year on year.
Frozen bone-in chicken – such as wings – is also growing by 25%, alongside chicken strips by 29% year on year.
Markos Papavlasopoulos, senior brand manager at Birds Eye Chicken, said: “We’re seeing an increasing trend towards informal eating such as Big Night In. To cater for, The Birds Eye Chicken Shop range can be stored in the freezer and cooked in 25 minutes.”
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