Moy Park has launched a new ‘fakeaway’ frozen range of chicken products into Asda stores across GB and NI.
Peri Peri Chicken Strips 400g, Tempura Chicken Chunks 350g, Buttermilk Chicken Tenders 400g and Salt and Chilli Chicken Chunks 350g are made with chicken breast fillets. Moy Park said there had been a notable increase in spending in this category as shoppers opt for more premium options and said there was a gap in the market for branded whole fillet frozen coated chicken, which comprised only 19% of the category volume in 2023, according to Kantar data.
Moy Park said there was growing demand for big flavour, variety, and convenience in the frozen coated chicken category.
Ellen Wright, Senior Brand Marketing Manager at Moy Park, said: “We are delighted to increase our brand presence in Asda with the launch of our exciting new Fakeaway product range into stores. The relationship between Asda and Moy Park has gone from strength to strength over the years, and we are really looking forward to working with the team once again.
“As a business, we take great pride in providing fresh, locally sourced chicken products, ideal for feeding families, so to have our new Fakeaway range available in Asda stores from March this year is something we are very proud of.”
Jon Hollingsworth, Frozen Meat, Poultry & Fish Buying Manager for Asda GB, added: “We have built a great relationship with Moy Park over the years and are delighted to increase our product offering with the launch of this exciting new range into both our GB and NI stores.”
The products will sell for £4.00 RRP and launches on an introductory offer of save £1.