South Africa’s Rainbow launches Farmer Brown Naked Range

SOUTH AFRICA – Rainbow Chicken Limited is introducing a new product line, the Farmer Brown Naked Range, to address ongoing challenges with fresh chicken availability in South Africa.

The company states that the individually quick-frozen (IQF) portions are designed to alleviate the recurring issue of empty shelves during busy shopping periods.

According to the firm, supply chain bottlenecks and rising demand have often left consumers unable to purchase fresh chicken, a staple in most households.

The Naked Range is being positioned as a solution that gives shoppers a product with the quality of fresh chicken, but with the advantage of freezer storage.

Rainbow Chicken says the product was developed after assessing consumer behaviour and purchase trends, to create a convenient option that maintains freshness.

The portions are trimmed to remove excess fat and skin, come from cage-free chickens fed a vegetarian diet, and are lightly brined to improve texture.

The IQF process is said to help preserve taste while reducing shrinkage, while the resealable Ziploc-style packaging allows customers to manage portions more easily.

The packaging is also recyclable, which the company notes aligns with growing interest in sustainable shopping options.

Retailers are expected to gain operational benefits since the Naked Range will be supplied in cartons that can be placed directly into freezers, reducing restocking time.

For now, the product is only available at Checkers supermarkets nationwide until September 2025.

Farmer Brown brand manager Mbali Mngomezulu said the range was developed to meet demand for chicken that is affordable, consistent in quality, and convenient to prepare.

Frozen chicken remains one of the most popular proteins in South Africa, especially among households with a Living Standards Measure (LSM) score of 7 to 10, where price and ease of preparation are key factors.

The market for frozen poultry is evolving as higher-value products become more prevalent, and Rainbow Chicken views the Naked Range as aligning with this shift.

The company has indicated it will review sales performance and customer response before expanding distribution to other retail chains.

Rainbow Chicken says this launch is part of its effort to turn a frequent frustration for shoppers into an opportunity for a reliable supply in stores.

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