Fridge Raiders expands flavour range for the festive season

Fridge Raiders, part of Pilgrim’s Food Masters, has released two new additions to its snacking range, along with the return of the classic seasonal favourite, Chicken and Stuffing Bites. Available in store now, shoppers can enjoy the new extended Fridge Raiders’ range which includes Smoky BBQ Chicken Bites, Hot and Spicy Chicken Bites and Chicken and Stuffing Bites.

The new flavour variants are further evidence of Fridge Raiders’ commitment to developing and growing the meat snacking category, as well as catering to changing consumer demands and preferences.

The category is going from strength to strength, according to the brand, evidenced by snacking giant Fridge Raiders seeing value sales up 12.6% in the last 12 weeks alone (Source: Kantar). Pilgrim’s Food Masters sees this as a huge opportunity for retailers to tap into the growing appetite for meat snacking.

Fridge Raiders has continued to lead the charge in chilled snacking, innovating in response to changing consumer tastes and preferences, creating excitement and encouraging exploration. This strategy has seen the brand reach an RSV of £100m (source: Kantar), cementing its place as one of the category’s biggest players with an extraordinary 33.4% share of the category (source: Kantar).

“We know consumers are hungry for exciting new flavours in meat snacking and this flavour explosion across our range highlights our commitment to innovation,” says Chris Doe, marketing controller at Pilgrim’s Food Masters. “As we look to drive the snacking category forward, and cater to ever-growing consumer demand, we want to give retailers snacking options that offer shoppers exciting new flavours in a variety of formats, suitable for every occasion. In addition to shaking up the category with new flavours, we’re delighted that Chicken and Stuffing Bites return for the third year running as we know how much of a hit this SKU is with consumers.”

New flavours include:

Fridge Raiders Hot and Spicy Chicken Bites (4x40g Adult Multipack): Available across retailers now, Fridge Raiders Hot and Spicy Chicken Bites is the newest flavour to be offered in a larger multipack format aimed at adult snackers. The new flavour has been designed to help retailers further unlock the meat snacking occasion with a stronger flavour, designed with adult snacking in mind.

Fridge Raiders Smoky BBQ Chicken Bites (165g Grazing Pack): In response to the growth of at-home snacking occasions, Fridge Raiders is adding this new flavour to its popular 165g Grazing Pack, now available in Asda..

The Grazing Pack format has proven a hit with consumers through its ‘peal and reseal’ packaging helping keep snacks fresher for longer, perfect for at-home snacking. This new flavour addition to the format enables retailers to capitalise on the home snacking boom with a flavour consumers know and love.

Fridge Raiders Chicken and Stuffing Bites (80g and 50g formats): Fridge Raiders is gearing up for the festive season yet again with the return of the popular Fridge Raiders Chicken and Stuffing Bites. The festive favourites are now available exclusively in the Tesco meal deal promotion, just in time to make the most of the Christmas occasion. This flavour always performs incredibly well during the festive period, ranking 12th overall in the meat snacking market and ranking number one out of all meat snacking seasonal lines (source: Kantar)

Fridge Raiders Chicken and Stuffing Bites (50g) – £1.15 and available in Tesco meal deals.

Fridge Raiders Hot and Spicy Adult Multipack (4 x 40g) – £2.50

Fridge Raiders Smoky BBQ Grazing Pack (165g) – £2.50

Related content

Leave a reply

Food and Drink Technology