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Moy Park to launch ‘fakeaway’ inspired range

By Gwen Ridler

- Last updated on GMT

(L-R) Chloe Gill, Moy Park Brand Marketing Manager, Gary Hunt, Asda Grantham Foodhall Trading Manager and Ellen Wright, Senior Brand Marketing Manager.
(L-R) Chloe Gill, Moy Park Brand Marketing Manager, Gary Hunt, Asda Grantham Foodhall Trading Manager and Ellen Wright, Senior Brand Marketing Manager.

Related tags R&D

Poultry processor Moy Park has launched a new range of frozen coated chicken inspired by the growing trend for ‘fakeaway’ style products.

Four new product lines will be available in Asda stores across Britain and Northern Ireland: Peri Peri Chicken Strips; Tempura Chicken Chunks; Buttermilk Chicken; and Salt and Chilli Chicken Chunks.

Moy Park developed the range after it identified a gap in the market for branded whole fillet frozen coated chicken, which comprised just 19% of the category volume in 2023. The creation of the range was in response to a growing demand for ‘big flavour, variety and convenience in the frozen coated chicken category’.

Appetite for fakeaways

Ellen Wright, senior brand marketing manager at Moy Park, said: “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.

“With 75% of shoppers stating that they would prefer frozen breaded chicken to be of UK origin, we’re looking forward to seeing the response.”

Frozen Coated is reportedly the fastest growing chicken category, with young shoppers and families driving much of the growth. According to Moy Park, 86% of shoppers said they would like the option to buy a fakeaway style products, with flavour and convenience listed as top priorities.

Relationship with Moy Park

Asda GB frozen meat, poultry & fish buying manager Jon Hollingsworth 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.

“We have seen growing interest in the fakeaway trend, with customers seeking cost-saving meal options that delight tastebuds. With a diverse range of frozen coated chicken offerings, we’re already seeing excitement and strong early purchase intent from Asda shoppers for Moy Park Fakeaway.”

The Fakeaway range is available to buy across GB and NI Asda stores as well as online from 16th March.

Meanwhile, from the ‘world’s first’ flavoured Brazil nut snack to an organic option for oat milk drinkers, Food Manufacture explores a host of new food and drink NPD in this round-up of new product launches.

Related topics NPD Meat, poultry & seafood

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