Birds Eye is introducing five products to its frozen Chicken Shop retail range in the United Kingdom – Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders and Crispy Seasoned Fries. The new additions bring more options inspired by key flavor trends for shoppers seeking a convenient and tasty alternative to a takeaway, building on the success of the Chicken Shop range since its relaunch a year ago.
The products are made to tap into the “fakeaway trend,” which remains a huge opportunity for retailers. According to Nielsen, around two-thirds (65%) of shoppers in Britain who had a “fakeaway” in the past three months have said they have a ‘“fakeaway’” at least once a week, highlighting the continued popularity of these occasions.
Launched to appeal to a young adult audience (18-34 year olds), the Chicken Shop Chicken Fries and Tenders have been inspired by on-trend flavors and formats from quick service restaurants, bringing more variety to the frozen aisle and appealing to a broad range of tastes. Presented as “perfect for those looking for a treat without the hassle of scratch cooking or the expense of a takeaway to share at home,” they can be cooked in an air fryer for additional convenience.
This rollout follows on from the successful relaunch of the Birds Eye Chicken Shop range in 2024, which included the debut of seven new products inspired by bricks-and-mortar chicken shops. These innovations added £8 million of additional sales, according to Nielsen3, demonstrating the growth opportunity for retailers. The Chicken Shop range also has a proven track record of bringing new shoppers into the category, with around one in six (16%) shoppers buying Chicken Shop products new to the frozen poultry category, driving more footfall down the frozen aisle.
Claire Sutton, Marketing Director at Birds Eye, commented: “Following the success of the relaunch of our Chicken Shop range last year, we wanted to maintain the momentum and keep our shoppers coming back for more. Our latest launches tap into the growing demand from consumers for takeaway-style meals at home, introducing a range of Tenders and Chicken Fries inspired by flavors from across the globe. We’re offering even more choice in the frozen aisle, helping consumers pick up everything they need for a tasty meal ready to enjoy at home with family and friends.”
