Poultry & Meat

Birds Eye Dials Up Mealtime Flavor with World Cuisine Chicken Range

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Birds Eye in the United Kingdom is tapping into popular world flavors with the launch of its new range of chicken products. The innovation is a twist on traditional filled chicken dishes, 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 and mozzarella on the inside, with red pepper and herb seasoned crumb coating the chicken. 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, priced at £3 each, will be available at Sainsbury’s stores beginning September 19.

The new products will compete for sales in 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. Research by Nielsen also suggests that the coming rollouts will be a big hit with consumers as data shows “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.

“Evening meal occasions offer a huge opportunity for retailers as shoppers are continuing to search for affordable but creative ways to shake up mealtimes,” said Dace Khudher, Birds Eye’s brand manager for Chicken Grills. “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 flavorsome but healthy meal choice.’’