Birds Eye is launching Chicken Shop, a range of takeaway-style chicken to cater for the in-home sharing occasion.
The range (RSP £4) will be available from November and includes four varieties: Buttermilk Strips (350g and 8 pieces), Hot & Fiery Chunks (450g and 12 pieces), Maple & BBQ Wings (500g and 12 pieces) and Southern Fried Wings (500g and 10 pieces).
The products can be cooked from frozen in 25 minutes.
The launch will be supported with a £3.5m investment spanning TV advertising, digital, social, in-store activations and PR.
Frozen chicken is currently worth £440m and up in value and volume (+9.3% and +4.7% MAT respectively). Frozen bone in chicken (e.g. wings) is growing rapidly at +25%, alongside chicken strips at +29%.
Markos Papavlasopoulos, Senior Brand Manager for Birds Eye Chicken, said: “We’re seeing an increasing trend towards the informal eating occasion – ‘movie nights in with friends and family’ is a prime example. These occasions lend themselves to foods that are great for sharing, easy to prepare and you can eat quite happily with your hands.
“We see a great opportunity with the launch of our new Birds Eye Chicken Shop range. The succulent chicken pieces are combined with seriously delicious coatings and marinades, delivering the same great taste and experience of a takeaway.”