Astral Foods introduces revamped  GOLDI Chicken crumbed range

SOUTH AFRICA – Astral Foods, South Africa’s largest poultry producer, has expanded its popular GOLDI Chicken crumbed range with the launch of new product sizes. 

The company now offers 480g and 500g packs in addition to its well-known 1kg option, providing consumers with more choices. 

Made in South Africa, the crumbed chicken products are designed for quick preparation, making them suitable for various occasions. 

The smaller packs are expected to be available in supermarkets soon.

This development comes as Astral Foods explores a new avenue in the local market: canned chicken. 

According to CEO Chris Schutte, the company is investigating the possibility of trialing canned chicken to compete with the 410g canned fish products, such as pilchards and sardines, which have gained significant traction in the South African animal protein market.

Schutte clarified during a media briefing that it was still early in the process, and Astral Foods does not plan to build a dedicated facility for the production of canned chicken at this stage. 

Instead, the company is looking to partner with a third-party canning service to test the viability of the product.

Speaking after Astral Foods released its half-year results ending in March 2024, Schutte acknowledged the growing popularity of canned fish, particularly pilchards. 

He noted that sales of these products were on the rise, while chicken consumption had seen a slight decline. 

However, Schutte stressed that ocean-based protein sources were not replacing poultry, which he believes still offers better value for consumers. 

He added that purchasing decisions are often influenced by unit price rather than price per kilogram.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE