Sep 1st, 2021
5 mins
Birds Eye is expanding its Chicken Shop range – which is now worth £15.6m[1] – with the addition of Texas Style BBQ Popcorn Chicken. The launch is set to build on the success of the Chicken Shop range, as shoppers continue to turn to the frozen aisle for restaurant and takeaway-inspired meals.
Made from 100% chicken breast, the Texas Style BBQ Popcorn Chicken will be available from 6th September. This new addition to the Chicken Shop line-up will help to widen Birds Eye’s offering of relevant and iconic chicken products. The introduction of a popcorn chicken format will help unlock growth for retailers by offering consumers something new and exciting – with research proving the BBQ flavour is popular amongst shoppers[2].
Annalisa Fanali, marketing manager at Birds Eye, said: “Our Chicken Shop range has gone from strength to strength since launching in 2019, particularly over the last year. With shoppers continuing to seek those out-of-home experiences from home-dining options, the frozen category has really stepped up to meet this desire. Consumers still want, and will continue to want, restaurant-inspired meals from the comfort of their own homes The Birds Eye Chicken Shop range has proven to be a very popular way to meet that demand, bringing +78% incremental sales to the category[3]. Our Chicken Shop range provides meal inspiration for shoppers at affordable price points, which helps to attract both regular and new shoppers to the category (65% Adult only Chicken Shop vs Total Poultry 53%)[4].
“With such strong performance, it’s the perfect time to build our range and keep consumers attention focused on the Chicken Shop line-up with a new addition. The Texas Style BBQ Popcorn Chicken makes for the perfect chicken sharing dish. As bite-sized pieces, they’re ideal as people look to enjoy shared moments with their friends and family.”
The new Chicken Shop item holds an RRP of £3* and will be rolling out to Tesco from the 6th September, followed by Morrisons from the 13th September.
The introduction of Popcorn Chicken from Birds Eye, follows the recent launch of Chicken Shop Battered Nuggets, made from 100% chicken breast – offering shoppers delicious takeaway-style chicken straight from their freezers. The Chicken Shop Battered Nuggets are available now in Iceland, with a wider roll out of the product occurring in September.
[1] (Source Nielsen 52w/e 17/7/21)
[2] Source Omnibus survey Nov 2020
[3] Source Kantar Worldpanel, Total market data to 24/1/21
[4] Source Kantar Worldpanel, Total market data to 24/1/21
