Fridge Raiders, part of Pilgrim’s Food Masters, has announced the launch of its brand-new Meat-Free Tasty Bites. The new launch is now available in Sainsbury’s with further rollout in May across grocery and convenience channels.
Made with the fava bean, Fridge Raiders Meat-Free Tasty Bites aims to mimic the brand’s best-selling Chicken Bites, even down to its texture and flavour. Where some meat-free snacking options under-deliver on taste and experience, Fridge Raiders Meat-Free Tasty Bites tick all the boxes for a satisfying snack that doesn’t compromise of quality. Launching in its classic Slow Roasted flavour and consumer favourite Katsu, the new Fridge Raiders Meat-Free Tasty Bites have been formulated with high protein and fibre content in a bid to keep shoppers fuller for longer.
The plant-based category is currently worth £572m[3] and shows no signs of slowing down. Recent research by Pilgrim’s Food Masters forecasts the category will be worth £998m by 2026[4]. With plant-based snacking growing 17.5% year-on-year[5] and predicted to be worth £42m by 2025[6] there is a huge opportunity for growth. The launch of Fridge Raiders Meat-Free Tasty Bites offers retailers the chance to boost meat-free snacking sales with a brand that they can guarantee will be a hit with shoppers.
Fridge Raiders has been on a huge growth trajectory in recent years, named as the second-fastest growing brand in FMCG last year.[7] With a sales increase of 33.4% in 2021, Fridge Raiders has now reached an RSV of £94.2m.[8] Having already established itself as a leader in the meat-snacking category, the launch of Fridge Raiders Meat-Free Tasty Bites allows retailers to make the brand accessible to even more shoppers.
“The growth of the meat-free category is not slowing down, so we’re excited to offer our customers a delicious meat-free snacking option in a category that we know currently under-delivers on taste,” says Chris Doe, Marketing Manager for Fridge Raiders and Richmond. “We know that consumers are on the hunt for a meat-free snack that delivers on taste, texture and quality whilst also being a healthy and fulfilling option. At Fridge Raiders, we love a challenge and we’ve put everything we’ve learned from our much-loved Chicken Bites into creating the perfect plant-based alternative. Our Meat-Free Tasty Bites tick all the boxes for beating hunger cravings and packing a punch with flavour.”
Fridge Raiders Meat-Free Tasty Bites will be available in a 65g back-of-store format and front-of-store 45g grab bags, catering to evolving consumer snacking habits.
Fridge Raiders will be supporting the launch with a £1.1m integrated campaign including advertising on VOD, social and OOH channels as well as in-store activations to boost trial.
[1] IRI 52WE 05.09.21
[2] Kantar Take Home FMCG – fastest growing brands based on value sales 48 w/e 29-Nov-20 vs. w/e 28-Nov-21
[3] IRI 52WE 05.09.21
[4] Pilgrim’s Food Masters Plant Based Forecasting Jan 22
[5] IRI, 12wks to 31.10.21
[6] Pilgrim’s Food Masters Plant Based Forecasting Jan 22
[7] Kantar Take Home FMCG – fastest growing brands based on value sales 48 w/e 29-Nov-20 vs. w/e 28-Nov-21
[8] MAT IRI Data to 20th Feb 2022