Birds Eye is about to roll out the Chicken Marinades Editions line to grocery stores across the United Kingdom. The premium range of boneless chicken thighs features three flavors in 250g frozen packs priced at £4.50: Asian-Inspired Teriyaki, Memphis Style BBQ, and Zesty Lemon & Herb.
The launch, which will begin at Tesco on February 22 followed by Sainsbury’s and Asda in March, targets a major untapped opportunity: over two million UK shoppers aged 34-55 purchase from the frozen aisle, but don’t currently buy frozen poultry, according to Kantar statistics. By introducing more premium meal options to the frozen poultry cabinet, Birds Eye aims to reenergize the category and encourage shoppers to reappraise what frozen chicken can deliver.
Crafted using high quality, boneless chicken thigh fillets, each variant is marinated twice for maximum flavor and melt-in-the-mouth tenderness. Easy to cook, whether in the oven, air fryer, or even on the BBQ grill, the range lends itself to a variety of dishes from rice bowls to noodles, wraps, salads and more.
Claire Sutton, marketing director at Birds Eye, commented: “We know there is a sizable group of shoppers who enjoy the convenience of frozen food but are looking outside the frozen aisle when choosing meat. Our new Chicken Marinades range delivers on flavor, quality and versatility, giving shoppers a reason to stop, take notice and add something new to their basket. It offers a midweek solution that feels elevated without compromising on ease.”
