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  • New coated chicken bites offer a flavour-packed, sustaining snack 
  • The innovation is a testament to Fridge Raiders’ commitment to the growth of the £21.4 billion UK snacking category[1]

Fridge Raiders, the trailblazing brand synonymous with high-quality, full-flavour snacks, is set to revolutionise the snacking experience with the introduction of its latest creation – Poppers. Crafted for individuals navigating increasingly busy lives, the high-protein, flavour-packed chicken bites make their exclusive debut this January as part of Tesco Meal Deals, with wider availability nationwide from April.

Informed by consumer research[2], Fridge Raiders has uncovered a compelling insight – a clear demand for snacks that prioritise taste, while providing protein for those seeking a satisfying and satiating snacking experience[3]. Poppers have been developed with the consumer in mind, delivering bite-sized pieces of 100% succulent chicken breast in tasty textured coatings, ensuring an intense flavour delivery.

Launching first in Cheesy Nacho flavour, the latest NPD from Fridge Raiders is poised to bring excitement and innovation to the meal deal and food-to-go category. What’s more, Fridge Raiders are already anticipating a tantalising second flavour set to launch in April, adding an extra layer of delight to the already exciting launch.

The introduction of Poppers precedes a year of exciting plans for Fridge Raiders in 2024, with fresh communication campaigns, including TV advertisements, in the pipeline. The food-to-go category has become an integral part of most people’s food habits, with the category increasing in value by +31.7% in 2022 to an incredible £21.4 billion, according to Lumina Intelligence’s Food to Go Report 2023[4].

With an RSV of £112 million, Fridge Raiders is a proud leader in this category. According to the Kantar Brand Footprint study[5], Fridge Raiders ranked as the 99th most chosen brand, while The Grocer’s ‘Top Brands’ list[6] positioned it as the 102nd biggest brand.

Remarkably, the brand has achieved an impressive 10% year-on-year RSV growth, doubling its value since 2019[7]. The launch of Poppers brings excitement and trial to the category, offering retailers the opportunity to tap into this growing market, with a brand that consumers trust.

“We’re thrilled to introduce Fridge Raiders Poppers, a delicious and convenient ready-to-eat option for consumers,” said Chris Doe, UK Marketing and Innovation Director, Pilgrim’s Food Masters. “Our newest innovation marks our commitment to bringing great-tasting choices to the forefront of the snacking market and is a great addition to our popular core range of Fridge Raiders products.”

To learn more about Pilgrim’s Food Masters and Fridge Raiders, please visit https://www.pilgrimsfoodmasters.com/brands/fridge-raiders/

[1] https://store.lumina-intelligence.com/wp-content/uploads/2023/02/Lumina-Intelligence-UK-Food-To-Go-Market-Report-2023_sample-1.pdf

[2] MMR qualitative study 2023, Red C quantitate 2022

[3] MMR qualitative study 2023, Red C quantitate 2022

[4] https://store.lumina-intelligence.com/wp-content/uploads/2023/02/Lumina-Intelligence-UK-Food-To-Go-Market-Report-2023_sample-1.pdf

[5] https://www.kantar.com/campaigns/brand-footprint

[6] https://www.thegrocer.co.uk/britains-biggest-brands/britains-biggest-brands-2023-the-top-100/677557.article

[7] Circana / IRI Fridge Raiders RSV data 2019-2024

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