• Birds Eye is launching new Chicken Fillet Burgers, as part of its takeaway style Chicken Shop range
  • Available from January, the range will include two different SKUs: the Ultimate Fillet Burger (a tasty southern fried coating) and the Sizzler Fillet Burger (a delicious spicy coating)
  • For the second year running, Birds Eye’s Chicken Shop range will be supported with a £3m ATL investment, spanning TV, digital and social media channels and PR over the next year.

Birds Eye is bringing the chicken takeaway experience into the homes of the nation, with the expansion of its frozen Chicken Shop range. On shelves from January, the takeaway style Chicken Shop range will include two delicious products: the Ultimate Fillet Burger (a tasty southern fried coating) and the Sizzler Fillet Burger (a delicious spicy coating).

Last year’s launch of Birds Eye’s Chicken Shop – the brands frozen takeaway style chicken range – was the biggest branded innovation in the chicken category in 2020, delivering more than £5Mil Retail Sales Value[1]. With the addition of the new Fillet Burgers, the range will benefit from a £3m ATL investment across TV, digital and social media channels and PR over the next year.

The new Chicken Shop Fillet Burgers are made from whole chicken breast fillets for a premium tasting product. The Sizzler Fillet Burger has a delicious spicy coating and is ideal for those looking for their meal to pack a punch, while the Ultimate Fillet Burger has a tasty southern fried coating made from a secret Birds Eye recipe, which is sure to appeal to shoppers looking for the full takeaway experience.

James McComas, Brand Manager for Birds Eye Chicken, said: “Chicken is as popular as it ever has been, particularly when cooked from frozen at home as shoppers replicate the full takeaway experience. Shoppers want great tasting, high quality chicken products and the launch of Chicken Shop range last year proved that our chicken is as delicious as normal takeaway – if not better!”

The new launches come as the popularity for Frozen Chicken continues to grow, with the category up +6.6% value growth on average every year since 2017[1]. Birds Eye’s core Chicken Burgers are also currently outperforming the category growth at +10.4%[2], and the brand will be investing £9m spanning TV, digital and social media channels and PR over the next year to support their Chicken ranges.

“The new Birds Eye Chicken Shop Fillet Burgers are made from whole breast fillets, and offers shoppers the chance to trade up for a premium and seriously tasty product.”

Birds Eye Chicken Shop Fillet Burgers (227g) will be available from 2nd January in Asda for £3.00.

[1] Nielsen, Total Coverage, data up to 02.11.2019 // Chicken shop as a range in 2019 had RSV worth £ 5.3m

[1] Nielsen Scantrak 52 weeks 31/12/2016 to 52 weeks 02/11/19.

[2] Nielsen Scantrak 52 weeks – up to 02/11/19.

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