Birds Eye has announced a three-strong premium marinaded chicken range set to launch later this month.
Titled ‘Editions’, the lineup will comprise Asian-Inspired Teriyaki for Two (rsp: £4.50/250g), Memphis Style BBQ for Two (rsp: £4.50/250g), and Zesty Lemon & Herb for Two (rsp: £4.50/250g), pitched at shoppers seeking flavour-led convenience and premium options in frozen.
Arriving in Tesco from 22 February, the full range will be available in Sainsbury’s and Asda from March.
The new products will target more than two million UK shoppers aged 34 to 55 [Kantar], who currently buy from frozen but do not purchase frozen poultry.
Made with boneless chicken thigh fillets, each variant will be double marinated for depth of flavour and tenderness.
The products will cook from frozen in the oven, air fryer or on the barbecue, and will be billed as versatile midweek solutions to go with rice bowls, noodles, wraps and salads.
“We know there is a sizeable group of shoppers who enjoy the convenience of frozen food but are looking outside the frozen aisle when choosing meat,” said Claire Sutton, marketing director at Birds Eye. “Our new Chicken Marinades range delivers on flavour, quality and versatility, giving shoppers a reason to stop, take notice and add something new to their basket.”
Sutton continued: “The range offers a midweek solution that feels elevated without compromising on ease.
“It’s an important step in broadening the appeal of the frozen category and ensuring Birds Eye continues to innovate in ways that are relevant to today’s shoppers.”
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