new-product-image.jpgSales soar thanks to TV ad, new variants and new packaging. The Fridge Raiders brand has seen phenomenal growth this year, fuelling sales and reinvigorating the snacking fixture. Fridge Raiders one hundred percent chicken breast bites, in five irresistibly meaty flavours, has helped grow the meat snacks category from £45M to £64M since its launch in June 2005.

Fridge Raiders itself has rocketed to a value of £14M and is now attracting over 2m* households – in both grocery and impulse channels.

Much of the brand’s success is down to investment in marketing – including a national £4million TV campaign, the launch of two new variants and new packaging to ensure greater stand out for the brand. This has seen sales of Fridge Raiders soar, with the new Southern Fried flavour performing particularly well.

Anthony Wilkinson, Senior Brand Manager comments: “Lifestyle change is driving the snacking category. With a shift away from formal eating in favour of grazing and eating out-of home, more and more consumers are now looking to the category to provide alternative meal solutions and, more importantly, variety.

“Offering consumers a totally new chicken bite proposition as well as constant reinvigoration through new flavours, packaging and an edgy communication strategy has helped us stay ahead of our competition and pave the way for the future of the meat snacking category.”

The lunchbox sector continues to offer excellent sales potential for Fridge Raiders, particularly amongst health-conscious consumers and parents looking for healthier options for their children.

The healthy proposition of the brand plays a key role in attracting new consumers to the category. Fridge Raiders are low calorie (only 125 calories per pack), low carb, high protein and contain less than 10% fat.

Wilkinson continues: “Targeting 16-34 year old snackers has helped the brand to engage with the keep fit generation – busy, health conscious consumers looking for a low fat snack that not only satisfies hunger but also sustains energy with its high levels of protein.”

* Data source AC Nielsen, 9th August 2008.


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