Fridge Raiders drives category growth with the launch of Chicken Grills in the UK

Fridge Raiders, recognized as the UK’s leading chicken snack brand, is transforming the meat snacking landscape with its innovative new Chicken Grills range. Designed to meet the increasing demand for healthy and tasty snacks, offering convenience and quality to consumers.

Highlights of the launch

• Available variants: Tandoori Mini Fillets and Roast Chicken Mini Fillets.
• Distribution across major UK retailers.
• Multi-million-pound marketing campaign under the tagline “When Cravings Hit, Fillet”.

Category growth and innovation

On March 25, 2025, Fridge Raiders introduced the new Chicken Grills line to the market, reinforcing its leadership position in the meat snacking sector. Featuring Tandoori and Roast Chicken Mini Fillets available at major retailers across the UK, the brand aims to attract new consumers and expand the category’s appeal. The launch follows a year of impressive growth, with a 5% increase in value sales.

Chicken Grills are designed to offer the perfect balance of flavor, convenience, and nutritional benefits, standing out as a healthy option for day-to-day consumption. This initiative reflects Fridge Raiders’ commitment to providing food solutions that cater to conscious and discerning consumer preferences, without compromising taste or quality.

Flavor innovation and sustainable packaging

The Chicken Grills range features grilled mini fillets, rich in protein (23g per 100g) and containing less than 50 kcal per portion, fully HFSS compliant. Consumer testing revealed an impressive purchase intent of 81%, highlighting the product’s appeal to new audiences.

Available in convenient three-fillet multipacks (105g – £2) and single packs (35g – £1.30) for the Roast Chicken variant, Chicken Grills feature 100% recyclable packaging. Using premium materials, the design combines a paper-like substrate with recyclable film and with easy-open packaging for effortless snacking on the go.

“When Cravings Hit, Fillet” campaign

With a £2.7m investment, Fridge Raiders will launch a comprehensive marketing campaign running from May to October, covering the Chicken Grills and its popular Chicken Bites range. The campaign includes digital OOH ads, always-on social media promotion, influencer collaborations, shopper activations, and sampling initiatives.

The strategy aims to boost the brand’s strong recognition, already reaching 85% awareness, and builds on progress achieved in recent years, such as adding 12,000 new distribution points between 2023 and 2024.

Statement from the Marketing Director

Chris Doe, Marketing Director at Pilgrim’s Europe, stated: “With Fridge Raiders Chicken Grills, we’re not just launching a new product – we’re redefining meat snacking by attracting an entirely new group of health-conscious consumers. After an amazing year, with Fridge Raiders making it into The Grocer’s Top 100 brands, this new range is set to keep that momentum going. Our upcoming marketing campaign will be key to drawing in new snackers to the category, helping more people discover and enjoy the growing portfolio Fridge Raiders has to offer.”