Fridge Raiders is expanding its presence in the protein snacks category with the launch of two new high‑protein snack variants, supported by a major new masterbrand campaign.
Available now, the dual launch sees Fridge Raiders extend its Grills platform with Chicken Skewers in Chinese BBQ and Satay flavours, alongside a collaboration with Frank’s RedHot on its core Chicken Bites range.
The new Chicken Skewers are made with 100% chicken breast and deliver eight grams of protein per piece with fewer than 50 calories. Available in Chinese BBQ and Satay flavours, the skewers format achieved a 90% purchase intent score in consumer testing, the highest in Fridge Raiders’ history. The brand said the launch responds to demand for authentic flavours and Asian‑inspired cuisine, particularly among younger shoppers looking for both nutrition and taste.
Fridge Raiders has also partnered with Frank’s RedHot for the first time, introducing a flavour‑led extension to its Chicken Bites range. The collaboration positions the brand within the fast‑growing hot chicken space and is aimed at recruiting consumers engaged with bold flavours who may not currently consider meat snacking.
The launches are supported by Fridge Raiders’ new ‘Chicken for the Road?’ masterbrand campaign, which is now live on TV with significant media investment. The campaign delivered the strongest pre‑testing results in the brand’s history and builds on its 85% awareness through tongue‑in‑cheek humour.
More than 730,000 new consumers were recruited to Fridge Raiders over the past year, with the latest activity combining recruitment‑focused NPD and brand investment to support wider growth of the meat snacking category.
