• Birds Eye expands its fast-growing Chicken Shop range with two new wings SKUs created in partnership with award-winning Sauce Shop®
• The launch builds on the range’s double-digit value and volume growth1 as consumers continue to seek bold, customisable fakeaway solutions at home
• Birds Eye Chicken Shop Buffalo Hot Wings and Honey & Chipotle BBQ Wings launch in Tesco and Sainsbury’s from 2nd March

Birds Eye is expanding its high-performing Chicken Shop range with a new collaboration that taps directly into the UK’s appetite for bigger, bolder flavours. The brand has partnered with fast-rising flavour specialist Sauce Shop® to launch two new chicken wings products: Buffalo Hot and Honey BBQ Chipotle, each pairing Chicken Shop’s succulent wings with a dedicated Sauce Shop® sachet for at-home customisation.
Meeting the growing demand for bigger, bolder fakeaways
Demand for flavour-forward fakeaways continues to grow, especially among younger shoppers who want indulgent, customisable meals without the cost or wait of a delivery. Research shows flavour is the top priority in a chicken fakeaway, with over half of 18-34 year olds mixing up what they choose and 40% saying new flavours make the occasion feel more special.

Birds Eye’s Chicken Shop range is already well aligned to this behaviour, offering fast-cooking takeaway-style formats (including air fryer-friendly products), that suit the smaller group occasions that make up 74% of fakeaways.3 The addition of Sauce Shop’s high-intensity, trend-driven sauces gives shoppers even more control by letting them dial up the heat, sweetness or smokiness to their preferred level, while recreating the flavour profiles dominating quick service restaurant menus and social media trends.

A collaboration built around two names gaining momentum with flavour-seekers
Birds Eye’s Chicken Shop is one of the most dynamic brands in frozen, delivering +28.8% value growth and +28% volume growth YOY4 and recruiting new shoppers into frozen poultry +3.7% YOY.5
Sauce Shop® brings equally compelling category momentum. In a competitive sauces category, the brand has delivered +40.4% retail sales value growth with strong gains in hot-sauce and BBQ segments. Its Buffalo Hot Sauce, the brand’s top-selling sauce, is now the second largest Buffalo sauce in the market – and the biggest UK-made – growing +76% YOY.6
Together, the two brands are creating a proposition that drives cross-category interest designed to strengthen trial, repeat and basket spend.

Claire Sutton, Marketing Director at Birds Eye commented: “Our Chicken Shop range has always been about bringing quick service restaurant style quality into the frozen fixture, and flavour sits at the heart of that. Partnering with Sauce Shop®, one of the most exciting flavour brands in the UK, lets us bring the kind of sauces people obsess over online straight into the freezer aisle. These new Chicken Shop wings give consumers all the flavour, fun and flexibility they expect from a night-in without any compromise on taste.”

Pam Digva, Co-Founder at Sauce Shop®, said: “This partnership is rooted in flavour. Birds Eye Chicken Shop delivers great quality wings and pairing them with our sauces lets people tailor the heat and flavour at home. Buffalo Hot and Honey & Chipotle BBQ are two of our best-loved profiles, so they felt like a natural fit for the range.”

The new range will be available from 2nd March in Tesco and Sainsbury’s. The range is available as Birds Eye Chicken Shop Buffalo Hot Chicken Wings 385g and Birds Eye Chicken Shop Honey & Chipotle BBQ Chicken Wings 385g.