Birds Eye has unveiled a new Chicken Shop range, designed to cater for demand from shoppers for in-home sharing products.

The range will be available from November and includes four takeaway-style varieties with an rrp of £4

The four flavours include: buttermilk strips (350g, eight pieces); hot & fiery chunks (450g, 12 pieces); maple & BBQ wings (500g, 12 pieces); and southern fried wings (500g, 12 pieces).

Markos Papavlasopoulos, senior brand manager for Birds Eye Chicken, said: “Chicken is incredibly popular at the moment because it’s tasty and versatile. We’re also seeing an increasing trend towards the informal eating occasion – ‘movie nights in with friends and family’ is a prime example. These occasions lend themselves to foods that are great for sharing, easy to prepare and you can eat quite happily with your hands.

“We see a great opportunity with the launch of our new Birds Eye Chicken Shop range, which will be hitting shelves from early November. The succulent chicken pieces are combined with seriously delicious coatings and marinades, delivering the same great taste and experience of a takeaway. The Birds Eye Chicken Shop range can be conveniently stored in the home freezer and cooked in just 25 minutes.”

The launch of the Chicken Shop products will be supported with a £3.5m investment, including: TV advertising, digital, social, in-store activations and PR.

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