• The new launch from the snacking powerhouse responds directly to growing consumer demand for plant-based options, with the category currently worth £572 million[1]
  • Fridge Raiders Meat-Free Tasty Bites will launch in two exciting flavours: classic Slow Roasted and Katsu
  • Fridge Raiders has been on a huge growth trajectory, becoming the second-fastest growing brand in FMCG in 2021[2]

Fridge Raiders, a proud part of Pilgrim’s Food Masters, has today announced the launch of its brand-new Meat-Free Tasty Bites. The new launch will be available in Sainsbury’s from the 27th of April with further rollout in May across grocery and convenience channels.

Made with the fava bean, Fridge Raiders Meat-Free Tasty Bites mimics the brand’s best-selling Chicken Bites, even down to its hearty texture and superior flavour. Where some meat-free snacking options under-deliver on taste and experience, Fridge Raiders Meat-Free Tasty Bites tick all the boxes for a satisfying snack that doesn’t compromise of quality. Launching in its classic Slow Roasted flavour and consumer favourite Katsu, the new Fridge Raiders Meat-Free Tasty Bites pack a punch with protein and fibre to help keep shoppers fuller for longer.

The plant-based category is currently worth £572 million[3] and shows no signs of slowing down. Recent research by Pilgrim’s Food Masters forecasts the category will be worth £998 million by 2026[4]. With plant-based snacking growing 17.5% year on year[5] and predicted to be worth £42 million by 2025[6] there is a huge opportunity for growth. The launch of Fridge Raiders Meat-Free Tasty Bites offers retailers the chance to boost meat-free snacking sales with a brand that they can guarantee will be a hit with shoppers.

Fridge Raiders has been on a huge growth trajectory in recent years, named as the second-fastest growing brand in FMCG last year.[7] With a sales increase of 33.4% in 2021, Fridge Raiders has now reached an RSV of £94.2 million.[8] Having already established itself as a leader in the meat-snacking category, the launch of Fridge Raiders Meat-Free Tasty Bites allows retailers to make the brand accessible to even more shoppers.

“The growth of the meat-free category is not slowing down, so we’re excited to offer our customers a delicious meat-free snacking option in a category that we know currently under-delivers on taste.” says Chris Doe, Marketing Manager for Fridge Raiders and Richmond. “We know that consumers are on the hunt for a meat-free snack that delivers on taste, texture and quality whilst also being a healthy and fulfilling option. At Fridge Raiders, we love a challenge and we’ve put everything we’ve learned from our much-loved Chicken Bites into creating the perfect plant-based alternative. Our Meat-Free Tasty Bites tick all the boxes for beating hunger cravings and packing a punch with flavour.”

Fridge Raiders Meat-Free Tasty Bites will be available in a 65g back-of-store format and front-of-store 45g grab bags, catering to evolving consumer snacking habits.

Fridge Raiders will be supporting the launch with a £1.1m integrated campaign including advertising on VOD, social and OOH channels as well as in-store activations to boost trial.

[1] IRI 52WE 05.09.21

[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] IRI 52WE 05.09.21

[4] Pilgrim’s Food Masters Plant Based Forecasting Jan 22

[5] IRI, 12wks to 31.10.21

[6] Pilgrim’s Food Masters Plant Based Forecasting Jan 22

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

[8] MAT IRI Data to 20th Feb 2022

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