FrieslandCampina, one of the world’s largest dairy collectives, is launching a new meat-free chicken alternative brand, ‘Tender’lish’. The four-strong range – featuring Chik’n Cheese Escalope, Cripsy Chik’n Fillet Burger, Crunchy Chik’n Tenders and Cripsy Chik’n Fillets – will arrive in the UK grocery channel from early October. After great success abroad, with a prolific presence in retail and foodservice outlets in Belgium, Germany and the Netherlands, as well as in four McDonald’s markets[1], Tender’lish is now the centrepiece of FrieslandCampina’s strategy to invigorate the UK meat-free category.
At fixture, meat-free chicken is the fastest growing subset in the chilled category[2], demonstrating a 22% increase YoY[3], but chicken alternatives are hugely underrepresented compared to other segments such as pork and beef, representing just 14%[4] of sales. Tender’lish offers consumers a uniquely attractive proposition due to its innovative dairy base. Made with up to 60% skimmed milk, unlike competitors that use soy, pea, wheat or mycoprotein to form the base of the protein, Tender’lish delivers naturally nourishing benefits[5]. The high dairy content provides a reliable and trusted source of high-quality protein and calcium, whilst the products are also a great source of fibre and iron.
Tender’lish also doesn’t compromise on taste and texture; the unique dairy base delivers a succulent and moist mouthfeel. Its texture effortlessly replicates the fibrous layers found in real chicken, offering consumers a firm bite, with a bright white interior and crispy golden crumb exterior, making it a simple swap for midweek mealtimes. It is the tasty and nourishing choice for meat reducers or flexitarians looking to make a small, easy change that makes a big difference.
Tender’lish[6] was awarded a Great Taste Award in August 2023, with judges describing the product as:
“…A generous-sized, golden bite with a chunky coating giving a great first impression. A perfect balance of coating to protein and a meaty texture that temporarily made the judges forget they weren’t eating chicken… Lovely looking tenders, golden and inviting. The cut and bite are ‘meaty’ and fulsome in the mouth and deliver a very clever aroma of chicken… The golden crispy crumb was a nice detail, and a step above the usual breadcrumb coating. A high-quality alternative to crispy chicken tenders, with added textural interest from the tortilla and well-judged seasoning. A step up in meat-free alternatives.”
The launch of Tender’lish into the UK market will be supported by an engaging ATL activation, representing an investment of £2m in 2024, alongside shopper activations, sampling, and social and digital amplification.
Alison Lees, UK Marketing Lead for Tender’lish, said: “After several years of successive double-digit growth, performance in the meat-alternative category has been challenging over the past six months. However, at a time when some manufacturers are withdrawing from the UK market, FrieslandCampina is confidently investing for future growth, offering something genuinely new, different and superior within the key growth subset of chicken alternatives.”
“The key category barrier remains taste, whilst our products outperform not just meat-free but even real chicken products in expert sensory panels[7]. After the success we’ve seen in multiple European territories, and with our Chik’n Cheese Escalope SKU occupying the number one, best-selling spot within the chilled, meat-free category in the Netherlands[8], the appetite and demand for our products has been clearly established and we’re confident that Tender’lish will take the UK meat-alternative market by storm!”
[1] This is under the banner of Valess, which initially launched in the Dutch market in 2005, with other countries following over the years
[2] Source: IRI total market excl discounters value sales 52 we 28 Jan 2023
[3] Source: IRI total market excl discounters value sales 52 we 28 Jan 2023
[4] Source: Kantar 52 we 23 April 2023; *Excluding Deli and Snacking
[5] Calcium and protein contribute to healthy bones. Calcium contributes to healthy teeth. Protein helps the growth and maintenance of muscle mass. A varied and balanced diet and a healthy lifestyle are important.
[6] Award given to Crunchy Chik’n Tenders sku
[7] Source: UK Campden BRI Expert Panel Sensory Results, 2023
[8] Source: Nielsen, sales value total Netherlands Retail market, period: YTD 2024 ending week 28
Comments are closed.