New ‘fakeaway’ air fryer ready chicken range taps into Hot Chicken QSR trend
Independent cooked chicken manufacturer Forresters has launched its latest innovation into the chilled poultry category: Crisp Up, a bold new brand of ready-to-air-fry chicken aimed at delivering restaurant-style crunch at home – with no deep-frying required.
Available in the chilled aisle at Morrisons stores nationwide from mid-September, Crisp Up has been developed to meet the surging demand for fakeaway-style hot meals and the continued growth in air fryer ownership, now in over 60% of UK households*.
Made with 100% cooked chicken breast, Crisp Up features crispy coatings designed specifically for air fryers, enabling consumers to enjoy hot, crunchy chicken ready in under 10 minutes.
Product Range – RRP £4 per pack or as part of the 3 for £10 mix & match deal.
- Kentucky Tenders – Southern-style seasoned tenders | 330g | 8 mins
- Love Me Tenders – Classic golden chicken tenders | 330g | 10 mins
- Pop Bites – Bite-sized popcorn chicken | 340g | 9 mins
“Crisp Up has been developed to bring some of the contemporary, restaurant-quality hot chicken people enjoy on the high street into retail,” said Tim Diggle, Commercial Director at Forresters. “Morrisons has been a supportive launch partner in making this happen quickly, and we’re excited by the early traction.”
Established in 1972 and based in Cheshire, Forresters is a second-generation, independently owned cooked chicken manufacturer, now turning over £100m annually, up from £14m in 2010. The business produces approximately 1.5 million packs per week into UK retail, operating from a well-invested, BRC AA+ grade facility.
In addition to Crisp Up, Forresters also owns the successful ‘Delimore’ brand of cooked chicken, which generated retail sales of approximately £30m in 2024.
Crisp Up enters the market at a time when there is growing consumer appetite, especially among younger demographics, for American-style, fast-casual chicken brands in foodservice. Likewise, in grocery retail, chilled ready-to-cook protein is on the rise, driven by consumer demand for quick, high-flavour meal solutions that align with evolving cooking behaviours. As air-fryer ownership continues to rise and the fakeaway trend matures, Crisp Up is well positioned to drive incremental sales in the chilled aisle while delivering a premium hot food experience at home.
The brand is supported by a digital-first launch campaign, PR, in-store POS and Shopper support, and plans for wider distribution in the coming months.
*Source: Kantar / Forresters Insight 2024
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