Mimicking meat

plant based Fridge Raiders snacks
New Fridge Raiders plant-based SKUs.

THERE has been an explosion of plant-based NPD over the last few years and now meat snacking brand Fridge Raiders is getting in on the act.

Pilgrim’s Food Masters, the firm behind Fridge Raiders, has added two new meat-free variants to the range.

Made with fava bean, Fridge Raiders Meat-Free Tasty Bites come in Slow Roasted and Katsu flavours in 65g and 45g grab bag formats, priced at RRPs of £1.30 and £1.00 respectively.

Meat-Free Tasty Bites first launched in Sainsbury’s stores in April, before a wider rollout in the wider convenience and grocery channels last month.

The new SKUs are also set to benefit from a wider Fridge Raiders marketing campaign, with Pilgrim’s Food Masters investing £1.1m in video-on-demand, social media and outdoor advertising, as well as in-store activations.

Fridge Raiders Meat-Free Tasty Bites have landed in chillers at an ideal time, according to Pilgrim’s Food Masters. The firm highlighted IRI data for the 52 weeks to 5 September 2021 which valued the category at £572 million annually and Pilgrim’s has forecasted this could grow to £998m by 2026.

Chris Doe, marketing manager for Fridge Raiders, said: “We know that consumers are on the hunt for a meat-free snack that delivers on taste, texture and quality whilst also being a healthy and fulfilling option.

“At Fridge Raiders, we love a challenge and we’ve put everything we’ve learned from our much-loved Chicken Bites into creating the perfect plant-based alternative.”