• Renowned for providing tasty, nourishing snacks, Fridge Raiders debuts its next limited-edition flavour to the ‘World Flavours’ range, exclusively in Asda
  • Fridge Raiders Peri Peri Chicken Bites will bring more excitement to the snacking category 

Today, Fridge Raiders, a proud part of Pilgrim’s Food Masters, has announced the newest limited-edition variant to its successful ‘World Flavours’ range, Peri Peri Chicken Bites. The new launch will be available exclusively at Asda from the 24th of January.

Fridge Raiders Peri Peri Chicken Bites are an exciting continuation of the brand’s successful limited-edition ‘World Flavours’ range. The range was designed to expand the flavour profiles of meat snacking options. Previous offerings from the collection include Caribbean Jerk Chicken Bites and consumer favourite, Katsu Chicken Bites, which has now become part of Fridge Raiders core portfolio as a result of its huge popularity amongst consumers. With Peri Peri being a familiar and well-loved flavour across the UK, Fridge Raiders is bringing this popular flavour from restaurant culture to inject variety and excitement into the meat snacking category.

Fridge Raiders has seen impressive growth in the past year, with a sales increase of 33.4% in 2021 and reaching an RSV of £89.6 million[1], making it the second fastest growing brand in the “take home FMCG” category[2]. Since its launch, Fridge Raiders World Flavours range has proved a hit with consumers, with its limited-edition Katsu flavour helping to drive 24% growth across its total portfolio[3]. With the brand innovating regularly to cater to evolving consumer tastes, Peri Peri is the latest addition to its repertoire, helping retailers maximise sales in back-of-store snacking and food-to-go.

“As a nation, we love to snack, and as snacking occasions continue to grow we are seeing consumer’s look for more exciting options and flavours to keep snack times exciting. We are so excited to be offering a tasty product that responds directly to this trend by launching a brand-new flavour that’s sure to invigorate the meat snacking fixture,” said Beth George, Brand Manager at Fridge Raiders. “The launch of Peri Peri Chicken Bites is a natural expansion of our limited-edition World Flavours range, catering to consumers actively seeking out new and exciting flavours to fuel their busy days.”

There has been a massive shift towards healthier snacking in light of the pandemic, with meat-snacking purchases increasing by 29% since the beginning of 2021[4]. Fridge Raiders Peri Peri Chicken Bites are them a great source of protein that will keep shoppers powered up throughout the day. However, crucial to the success of healthier snacking options is taste, with 64% of consumers stating flavour as a top priority[5]. The launch of Fridge Raiders Peri Peri Chicken Bites taps directly into consumer demand for healthy snacks that taste great.

[1] 33.4% IRI data ending 28.11.2021

[2] Kantar Take Home FMCG – fastest growing brands based on value sales 48 w/e 29-Nov-20 vs. w/e 28-Nov-21

[3] Kantar MAT up to 21 March 2021 (includes discounters)

[4] Kantar OOH Database up to 5th September 2021

[5] Kantar 52 w/e 21 February 2021

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