Chicken snack brand Fridge Raiders is expanding its presence in the rapidly growing protein snacks category with the launch of two new exciting high-protein snack variants alongside major Masterbrand campaign.
The dual launch, available now, sees Fridge Raiders expand its strategic Grills platform with Chicken Skewers in Chinese BBQ and Satay, while a collaboration with one hot sauce brand Frank's RedHot brings flavour to the core Chicken Bites range.
Valued at over £131 million, the brand continues to outperform the category, delivering six per cent volume growth compared to two per cent across the sector, while achieving its highest-ever level of brand consideration. This follows the 2025 launch of the Grills range, which aimed to break down processed perceptions and recruit health-conscious shoppers who haven’t yet considered meat snacking.
Produced by Pilgrim's Europe, one of Europe's largest food companies and home to brands including Mattessons and Richmond, both launches strengthen Fridge Raiders' position as the UK's fastest-growing major snacking brand.
“This isn't simply about adding products, it's about strategically growing the category by removing barriers and recruiting new consumers," said Chris Doe, UK Marketing & Innovation Director at Pilgrim's Europe. "We've identified specific opportunities to bring new shoppers into meat snacking, and we're backing that with genuine commitment."