Fridge Raiders has launched its Chicken Grills range in retailers nationwide.
The range from Pilgrim’s Europe comes in two SKUs: Tandoor Mini Fillets and Roast Chicken Mini Fillets.
Chicken Grills contain 23g of protein per 100g, are less than 50kcl per mini fillet and are HFSS-compliant.
Both flavours are available in three-fillet multipacks (rsp: £2/105g).
The range was tailored specifically for health-conscious snackers and achieved an 81% purchase intent in recent consumer testing, the brand said.
It comes in 100% recyclable packaging, made from paper-like substrate combined with a recyclable film.
“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,” said Chris Doe, marketing director at Pilgrim’s Europe. “After an amazing year, with Fridge Raiders making it into The Grocer’s Top 100 brands, 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.”
The launch will be supported by a £2.7m marketing campaign with the tagline ‘When Cravings Hit, Fillet’, running from May to October, covering the new range and the brand’s established Chicken Bites.
Activity includes digital OOH advertisement, always-on social media advertising, influencer partnerships, shopper activations and sampling.
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