Fridge Raiders has announced it’s expanding its presence in the growing protein snacks category with the launch of two new high protein snack variants alongside a major Masterbrand campaign.
The dual launch sees Fridge Raiders expand its strategic 2025 Grills platform with Chicken Skewers in Chinese BBQ and Satay flavours, while a collaboration with hot sauce brand Frank’s RedHot brings “flavour-forward excitement” to the core Chicken Bites range. Both are designed to bring new shoppers into meat snacking.
Produced by Pilgrim’s Europe, one of Europe’s largest food companies and home to brands including Mattessons and Richmond, both launches strengthen Fridge Raiders’ position as the UK’s fastest-growing major snacking brand, it said.
The new Chicken Skewers are made with 100% chicken breast and deliver 8g of protein per piece with fewer than 50 calories, positioning whole muscle chicken as a credible alternative to traditional protein snacks.
The format achieved a record-breaking 90% purchase intent in consumer testing, the strongest response in Fridge Raiders’ history. The innovation taps into current food trends around authentic flavours and Asian-inspired cuisine, particularly resonating with younger consumers seeking both nutrition and taste.
Fridge Raiders X Frank’s RedHot takes a different approach, targeting flavour-forward consumers through bold taste innovation. It also marks Fridge Raiders’ first brand partnership, strategically chosen to “drive excitement and recruit new users who may not currently consider meat snacking but are actively engaged in the hot sauce and bold flavour space,” it said.
The launches are supported by Fridge Raiders’ most “strategically important marketing initiative,” called Chicken for the Road? Launching on TV now, with significant media investment, the creative builds on the brand’s 85% awareness while creating emotional connection through tongue-in-cheek, light-hearted humour.
Chris Doe, UK marketing and innovation director at Pilgrim’s Europe, said: “This isn’t simply about adding products, it’s about strategically growing the category by removing barriers and recruiting new consumers. We’ve identified specific opportunities to bring new shoppers into meat snacking, and we’re backing that with genuine commitment.”
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