• Birds Eye will roll out Salt & Pepper Goujons as its latest addition to the Chicken Shop line-up this Spring.
  • With new research indicating that Brits will opt for 25% less meals out than before lockdown[1], the launch will offer more choice to shoppers seeking an in-home experience inspired by
  • The launch will look to bring incremental shoppers to the category and build on the impressive +54% sales growth Chicken Shop has delivered in 2021.[2]

Birds Eye is tapping into demand for stay-at home “Fakeaways” which has tripled in size in the last 3 yrs.   As brand leaders, Birds Eye brings relevant innovation to drive category growth. The new Salt & Pepper Chicken Goujons will help maintain the momentum of the Chicken Shop brand generated over the last two years, which is worth £16.9m[3].

The launch of Birds Eye’s Chicken Shop Salt & Pepper Chicken Goujons comes as shoppers claim they are dining out 25% less than before lockdown[4]. So with more people eating in, shoppers will look to treat themselves more with “fakeaway” options to elevate their in-home experience and in more occasions extending consumption of chicken beyond weekly meals and into the weekends’

“Our Chicken Shop range has been perfectly positioned to cater to shoppers’ demands for convenient and tasty takeaway-style chicken, having seen tremendous growth of +54 % last year[5]. With consumers continuing to spend more time at home over the last year, this new and exciting launch provides us with the perfect opportunity to bring in new shoppers to the brand’’.

Birds Eye Salt & Pepper Chicken Goujons will be launched into Sainsbury’s on 7th March and in Tesco on the 13th March nationwide.

[1] Kantar Usage; wk data; WE 04/10/20, Total Coverage

[2] NielsenIQ, Grocery Mults, Frozen Poultry, data 52we 01.01.22

[3] NielsenIQ, Grocery Mults, Frozen Poultry, data 52we 01.01.22

[4] Kantar Usage; wk data; WE 04/10/20, Total Coverage

[5] NielsenIQ, Grocery Mults, Frozen Poultry, data 52we 01.01.22

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