Iceland has partnered with air fryer maker Ninja to launch the brand’s first “air fryer-only” food range.
The seven exclusive lines, which includes chicken strips and pizza slices, will begin to roll into Iceland freezers and online from 28 March.
The range has been designed for “hassle-free dining”, with each product taking less than 14 minutes to cook. The Grocer understands that Iceland has tailored the range to be suitable for kids and teenagers to prepare themselves, and has intentionally made the products, and instructions as simple as possible.
It includes Ninja Southern Fried Chicken Strips & Waffle Fries with Southern Fried Gravy, (400g), Ninja Crispy Chicken Chunks & Fries with Sweet & Sour Sauce (380g), Ninja Chicken Popsters & Waffle Fries with Cheesy Bacon (380g) and a Ninja Chicken Nuggets & Dippers with French Fries (400g), all priced at £3.50 each, or £6 for two in Iceland’s multibuy offers.
Two-pack Ninja Pepperoni Pizza Pockets (£2.00), Ninja Cheese Pizza Pockets (£2.00) and Ninja Cheese Pizza Slices (£2.50) complete the range.
“With energy prices on the rise, we wanted to make it easier for families to prepare meals without worrying about high cooking costs,” said Iceland Foods chief commercial officer Paul Dhaliwal.
“Our new air fryer meals are designed to be both budget-friendly and energy-efficient, offering the convenience of quick and easy preparation while keeping costs down,” he added.
“This newest exclusive meal range with Ninja is a ground breaking first of its kind, showcasing the product innovation we drive here at Iceland. We can’t wait to see it evolve and the impact it will make.”
The launch marks the latest extension of Iceland’s collaboration with Ninja, as it moves to make its products more suitable for air fryers, which have soared in use during the cost-of-living crisis.
Given its core frozen offer, many of its existing products are suitable for air fryers, and Iceland added air fryer cooking instructions to the majority of its own-label frozen lines in 2022. The instructions have been endorsed by Ninja since 2024.
The supermarket also began selling air fryers at a discount in its stores, with executive chairman Richard Walker claiming to have sold more than 20,000 in a matter of days as shoppers looked for ways to cut down on energy costs.
Iceland also began trailing a dedicated air fryer aisle in stores in June 2023, and has since rolled the proposition out to more stores.
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