by Birds Eye
Aug 31st, 2022
4 mins

Birds Eye is tapping into popular world flavours with the launch of its new Chicken range inspired by World Cuisine. The innovation is an exciting twist on the traditional filled chicken with the first two products in the range inspired by the tastes of Italy and Mexico. The Italian-style variant features a soft and creamy sauce made from sundried tomato & mozzarella on the inside, with a red pepper and herb seasoned crumb coating the chicken, while the Mexican-inspired variant encompasses a light mild salsa sauce with a crunchy coating made with tortilla chips and seasoning. Both the Sundried Tomato & Mozzarella and Mild Salsa & Tortillas SKUs will roll into Sainsbury’s from the 19th September.

The new Birds Eye products will join the Filled Grills sector, a category that has seen the fastest growth consumption compared to all other frozen poultry sectors with an increase of +20.4% over the past year[1]. While building on this success, the flavoursome dishes are also set to close a gap within the Frozen Chicken Grills category, giving shoppers a premium alternative, which will unlock incremental sales for retailers. Research by Nielsen[2]  also suggests that the new products will be a big hit with consumers as data shows that the ‘Chicken Inspired by World Cuisine’ is the top winning concept for consumers within the Frozen Chicken Grills category, also achieving outstanding results in the ‘Attention Catching’ metric.

Dace Khudher, Brand Manager for Chicken Grills at Birds Eye, comments: “Evening meal occasions offer a huge opportunity for retailers as shoppers are continuing to search for affordable but creative ways to shake up mealtimes. Our new filled chicken range is a great choice for people who enjoy a variety of food from across the world, and with Italian and Mexican being two of the biggest world cuisines, the new products are perfectly positioned to entice consumers to try the flavoursome but healthy meal choice.’’

“With two delicious flavours on offer, our Birds Eye Chicken inspired by World Cuisine not only brings a fresh take on the traditional filled chicken, but they also deliver an exciting new taste experience to make at-home meals even more special.”

The products hold an RRP of £3* and will be launched into Sainsbury’s from week commencing 19th September.

[1] Kantar Worldpanel, Usage data up to 52w/e 15 May 2022

[2] Nielsen BASES Idea Serener results (Aug 2021)



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