Fridge Raiders gets Two New Variants and a Makeover

Our mouth-watering new flavours and eye catching new packaging should attract both new and existing consumers to the fixture.

18/04/08 The new variants aim to drive purchase by highlighting the unique ‘chicken bite’ snack format and innovative meaty flavours to new consumers, specifically the 16-34 ‘young snackers’.

In addition, the Fridge Raiders brand has had a makeover, with new packaging which features a new logo.

The new packs designed by JKR highlight the unique “chicken bites” product offering and brand name, ensuring greater stand out for the brand.

David Warren, Marketing Controller for Mattessons said: “The phenomenal growth of Fridge Raiders has largely been a result of attracting new people into the meat snacks sector.

“Our mouth-watering new flavours and eye catching new packaging should attract both new and existing consumers to the fixture.”

The cooked meat snacks category is currently valued at over £62m a growth of nearly 16% since last year with over 62% of the value added to the category in the last year driven by the Fridge Raiders brand.

The Fridge Raiders range of chicken bites comprises Roast, Tikka, Chinese Spare Rib, new Sweet Chilli and new Southern Fried. Priced from 99p, they are high protein, low calorie (only 125 calories per pack), low carb, contain less than 10% fat.