BIRDS EYE RELEASES NEW RANGE OF CHICKEN PRODUCTS

May 31st, 2010

Frozen food manufacture Birds Eye is expanding its poultry portfolio with the launch of Mini Chicken Chargrills and Chicken Popsterz.

Birds Eye currently has a majority 48% share of the kids poultry category and this new range aims to tap further into the family tea-time market.

Following a relaunch last year, original Chicken Chargrills sold well, increasing by +46% to £29m in value sales and driving 88% of the total poultry category growth. Available now are the Mini Chicken Chargrills, a smaller variation on the original size.

The new Mini Chicken Chargrills are made with no artificial flavours or ingredients,  are grilled and lightly glazed with Mild Sweet BBQ and Mild Sweet Chilli flavours.

Kate Jackson, Brand Manager at Birds Eye, comments:

“The relaunch of Chicken Chargrills took the poultry category by storm last year and we are confident we can build on this popularity with new Mini Chicken Chargrills.

Made with 100% chicken and ingredients mums can trust, Mini Chicken Chargrills offer tasty meal time variety for kids without compromising on the value and quality that consumers traditionally associate with Birds Eye.”

Chicken Popsterz are the second launch in this new chicken range. Bitesize southern-fried chicken pieces, new Chicken Popsterz are added to the Birds Eye Takeaway range, launched last August. The Takeaway sector is being targeted as research shows that there are more than 650m in-home takeaway occasions each year.

Kate Jackson says of this product:

“Chicken Popsterz can be enjoyed as part of a meal or on its own for a convenient, delicious snack any time of day. We’re confident both new products will be a hit with consumers and help to boost retailer’s profits, as well as bringing further incremental value to the category.”

Mini Chicken Chargrills and Chicken Popsterz are available now.

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