New Golden Crispy Chunks takes range to 4 SKUs
Independent chicken manufacturer Forresters has launched its fourth new flavour under the Crisp Up brand: Golden Crispy Chunks.
The extension underlines the success of the brand to date, which first launched into Morrisons nationwide in 2025. The new product is now available in 400 Morrisons stores.
The brand aims to deliver hot chicken restaurant quality and big flavours, combined with air-fryer speed, to attract new shoppers into the coated chicken category in retail. Hot chicken on the high street is booming in QSRs (quick service restaurants), with forecast growth of 18% set to continue into 2027. Forresters aims to replicate this growth in supermarkets.
Made with 100% chicken breast, Crisp Up features crispy, spiced coatings designed specifically for air fryers, enabling consumers to enjoy hot, crunchy chicken straight from the fridge in around 10 minutes.
Comments Tim Diggle, Sales Director at Forresters, the company behind the Crisp Up brand:
“The performance of Crisp Up since launching has far exceeded our expectations. Rate of sale has been doubled our initial forecast and consumer feedback has been overwhelmingly positive. Our data shows the brand has been a particular success with two groups traditionally under-represented in the category – Trend Chasers and Convenience Seekers*. The fact we’re bringing in incremental shoppers to a quite traditional category is a real positive.
“We know that hot chicken on the high street is booming and we’re looking to replicate that in retail by bringing the social media buzz and the flavour hits that younger consumers desire. Our NPD pipeline looks very exciting.”
Established in 1972 and based in Cheshire, Forresters is a second-generation, independently owned chicken manufacturer, now turning over in excess of £120m annually, up from £14m in 2010. The business produces approximately 1.7 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 ready-to-eat chicken, which generated retail sales of approximately £30m in 2025.
*Source: Really Good Culture quant study March 2025
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