Fridge Raiders set to fuel category growth with chicken grills NPD backed by multi million pound campaign

  • Fridge Raiders Chicken Grills is an all-new offering, giving consumers a convenient protein-packed snack without compromising on taste and quality

  • Tandoori and Roast Chicken variants available now across major retailers nationwide 

  • NPD is supported by a new multi-million-pound marketing campaign, under the tag line ‘When Cravings Hit, Fillet’

Fridge Raiders, the UK’s no.1 chicken snack brand[1], is reshaping the meat snacking landscape with the launch of its bold and innovative new Chicken Grills range. Available now across major retailers nationwide in two mouth-watering varieties; Tandoori Mini Fillets and Roast Chicken Mini Fillets.

Fridge Raiders has seen impressive growth in the past year, with a value sales increase of 5%[2]. Poised to significantly broaden the meat snacking category’s consumer appeal, the new range is designed to meet growing demand for delicious, healthier snacks[3] that never compromise on quality or taste – bringing new consumers into the category.

The launch adds to Fridge Raiders’ popular ranges produced by one of Europe’s largest food companies, Pilgrim’s Europe, the new name for Pilgrim’s Food Masters together with Moy Park and Pilgrim’s UK. 

Chicken Grills – Flame-Grilled Flavour Innovation

Chicken Grills offer an impressive nutritional profile, packed with protein (23g per 100g), containing less than 50 kcal per mini fillet, and are HFSS compliant. The new Chicken Grills range is tailored specifically for health-conscious snackers and has achieved an 81% purchase intent in recent consumer testing[4].

Meeting growing demand for healthier snacks, the range blends great taste with convenience – ideal for on-the-go consumption, quick and healthy lunches, and workday refuelling, without compromising on flavour or nutritional value.

Both flavours are available in three-fillet multipacks (105g – £2 RRSP), with the Roast Chicken variant also in convenient single packs (35g – £1.30 RRSP).

The Chicken Grills range is housed in 100% recyclable packaging, made from a premium, paper-like substrate combined with a recyclable film. Its easy-open, top-peel design ensures effortless, convenient snacking for consumers on the move.

‘When Cravings Hit, Fillet’

The launch will be supported by a brand-new £2.7m marketing campaign running from May to October, covering the new Chicken Grills range and the brand’s established Chicken Bites.

Activity includes digital OOH advertisement, always-on social media advertising, influencer partnerships, shopper activations and sampling.

This builds on its strong brand awareness of 85%[5], with previous marketing campaigns attracting over 196,000 new consumers[6], and adding more than 12,000 new distribution points in 2024 compared to 2023[7].

Chris Doe, Marketing Director at Pilgrim’s Europe, said: “With Fridge Raiders Chicken Grills, we're not just launching a new product – we're redefining meat snacking by attracting an entirely new group of health-conscious consumers.

“After an amazing year, with Fridge Raiders making it into The Grocer’s Top 100 brands, this new range is set to keep that momentum going. Our upcoming marketing campaign will be key to drawing in new snackers to the category, helping more people discover and enjoy the growing portfolio Fridge Raiders has to offer.”


 

[1] Kantar Meat Snacks to 23/02/25

[2] Kantar Meat Snacks to 23/02/25

[3] Flume PFM Triggers & Barriers Research Feb 2024

[4] MMR quant study September 2024

[5] Kantar Brand Equity Year 2024

[6] Kantar World Pannel MAT we 29.09.24

[7] Circana 12wk 22.12.24