- Birds Eye unveils five new additions to its Chicken Shop range, featuring a variety of Chicken Tenders and Chicken Fries
- The latest launches are designed to meet shopper demand for sharing options to enjoy during ‘fakeaway’ occasions
- It builds in the success of the Chicken Shop range, with has seen a +37% increase in sales value since its relaunch in September 2024[1]
Birds Eye is heating up the frozen aisle by introducing five new products to its Chicken Shop range – Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders, and Crispy Seasoned Fries. These new additions bring more delicious options inspired by key flavour trends for shoppers seeking a convenient and tasty alternative to a takeaway, building on the success of the Chicken Shop range since its relaunch a year ago.
The bold, flavour-packed products are perfectly placed to tap into the ‘fakeaway trend’, which remains a huge opportunity for retailers. Around two-thirds (65%) of shoppers who had a ‘fakeaway’ in the past three months have said they have a ‘fakeaway’ at least once a week[2], highlighting the continued popularity of these occasions.
Launched to appeal to a young adult audience (18-34 year olds), the Chicken Shop Chicken Fries and Tenders have been inspired by on-trend flavours and formats from quick service restaurants, bringing more variety to the frozen aisle and appealing to a broad range of tastes. They are perfect for those looking for a treat without the hassle of scratch cooking or the expense of a takeaway to share at home, and can be cooked in the airfryer for additional convenience.
It follows on from the successful relaunch of the Birds Eye Chicken Shop range in 2024, which included the rollout of seven new products inspired by bricks and mortar chicken shops. These innovations added £8m of additional sales3 , demonstrating the growth opportunity for retailers. The Chicken Shop range also has a proven track record of bringing new shoppers into the category, with around one in six (16%) shoppers buying Chicken Shop products new to the frozen poultry category, driving more footfall down the frozen aisle.
Claire Sutton, Marketing Director at Birds Eye commented: “Following the success of the relaunch of our Chicken Shop range last year, we wanted to maintain the momentum and keep our shoppers coming back for more. Our latest launches tap into the growing demand from consumers for takeaway-style meals at home, introducing a range of Tenders and Chicken Fries inspired by flavours from across the globe. We’re offering even more choice in the frozen aisle, helping consumers pick up everything they need for a tasty meal ready to enjoy at home with family and friends.”
The Birds Eye Chicken Shop Spicy Korean Tenders, Crispy Seasoned Fries, Sweet Chilli Tenders, BBQ Chicken Fries and Nacho Jalapeno Chicken Fries will be available from September across retailers nationwide.
1 Nielsen IQ Chicken Shop w/e 14.04.25
2 The Mix Chicken Agency Chicken Shop Research Jan 2024
3 Nielsen IQ Chicken Shop w/e 14.04.25
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