- Birds Eye introduces new Chicken Marinades range, bringing bold, world-inspired flavours and premiumisation to attract new shoppers to the frozen poultry category.
- Three new variants: Asian-Inspired Teriyaki, Memphis Style BBQ, Zesty Lemon & Herb.
Birds Eye is bringing big flavour to the frozen aisle with the launch of its new Chicken Marinades range “Editions”: a premium line of succulent, boneless chicken thighs infused with rich, globally inspired marinades. The range includes three standout flavours: Asian-Inspired Teriyaki, Memphis Style BBQ, Zesty Lemon & Herb.
The launch targets a major untapped opportunity: over two million UK shoppers aged 34-55 purchase from the frozen aisle but don’t currently buy frozen poultry.[1] By introducing more premium and exciting meal options to the frozen poultry cabinet, Birds Eye aims to reenergise the category and encourage shoppers to reappraise what frozen chicken can deliver.
Crafted using high quality, boneless chicken thigh fillets, each variant is marinated twice for maximum flavour and melt-in-the-mouth tenderness. Easy to cook, whether in the oven, air fryer, or even on the BBQ, the range lends itself to a variety of dishes from rice bowls to noodles, wraps to salads and much more.
Claire Sutton, Marketing Director at Birds Eye, commented: “We know there is a sizeable group of shoppers who enjoy the convenience of frozen food but are looking outside the frozen aisle when choosing meat. Our new Chicken Marinades range delivers on flavour, quality and versatility, giving shoppers a reason to stop, take notice and add something new to their basket. The range offers a midweek solution that feels elevated without compromising on ease. It’s an important step in broadening the appeal of the frozen category and ensuring Birds Eye continues to innovate in ways that are relevant to today’s shoppers.”
Asian Inspired, Teriyaki Chicken, and Memphis Style BBQ Chicken SKUs will be available in Tesco from 22nd February. The full range will be available in Sainsbury’s and Asda from March.
1 Kantar L52wks w/e 13th July 2025
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