Bull Brand releases Curried Chicken Mince in South Africa
New canned meal variant marks the company’s first chicken-based mince product
SOUTH AFRICA – Bull Brand has introduced a curried chicken mince with vegetables, expanding its ready-to-eat (RTE) canned range beyond beef for the first time.
The new product is part of the company’s strategy to diversify its meat options in response to changing consumer demand.
It joins the existing RTE mince lineup, which includes curried mince, bolognaise, chilli, and savoury beef varieties.
The curried chicken mince is packaged in a 400g can and is ready to eat after heating, aimed at consumers seeking convenience.
RFG Foods, the parent company, says the product contains no added pork or MSG, is low in fat, and provides a source of energy.
The decision to introduce chicken follows what the company describes as strong market performance of its curried beef mince, launched earlier in 2024.
The company is targeting younger and time-conscious consumers who want simple meals that can be served with rice, pap, pasta, mash, or wraps.
Responding to Category Growth and Protein Shifts
The launch comes at a time when the canned meals segment is seeing notable growth, rising from 6.9% to nearly 10% of the overall canned meat and meals market.
RFG says the shift reflects growing interest in protein alternatives and more versatile meal solutions.
Bull Brand’s expansion into chicken is intended to maintain the brand’s relevance in a changing food landscape, where affordability and speed matter.
Maria Soares, Head of Marketing at RFG Foods, said the move aligns with their long-term plans to remain connected to the preferences of modern shoppers.
She added that the product is designed for individuals such as students, single-person households, and professionals who are looking for fast, filling meals.
The canned chicken mince is now available in major retail outlets across South Africa and is priced similarly to the other variants at about US$1.30 (ZAR24).
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