Birds Eye expands frozen food portfolio with prawns, new Chicken Shop items

USA – Birds Eye is adding new products to its frozen food range in the United Kingdom this September, extending both its seafood and Chicken Shop portfolios.

Within its Captain’s Discoveries line, the Nomad Foods-owned brand is rolling out two prawn-based options, Battered Lemon & Parsley Prawns and Classic Breaded Prawns.

These seafood items are part of an effort to introduce more global flavors into the frozen aisle while maintaining certified sourcing standards, as both are approved by the Aquaculture Stewardship Council.

Birds Eye said the prawn launches are targeted at younger consumers, who currently show lower levels of engagement with frozen fish, and form part of the brand’s attempt to grow the frozen seafood market, which is valued at about US$375 million (€297 million).

Chicken Shop additions

Alongside the seafood, the company is also adding five items to its Chicken Shop line: Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders, and Crispy Seasoned Fries.

These products are positioned around the growing “fakeaway” trend, offering frozen versions of takeaway-style food that can be prepared at home.

The company indicated that the line is aimed at 18 to 34 year olds and that the recipes are influenced by flavors found in quick service restaurants.

According to Birds Eye, the products are designed for consumers who want convenient, treat-style meals that do not require extensive preparation or the cost of ordering out, with air fryer cooking being highlighted as a simple option.

The Chicken Shop expansion comes after the range was relaunched in 2024, which included the introduction of seven new products modeled on high street chicken shops.

Data from Nielsen showed that the 2024 relaunch contributed around US$10 million (€8 million) in extra sales, with 16 percent of buyers entering the frozen poultry category for the first time through these items.

Rollout plans

The five new Chicken Shop products are reaching supermarkets nationwide this month.

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