Birds Eye has announced a strategic branded collaboration with ambient sauce specialist Sauce Shop to expand its high-growth "Chicken Shop" frozen range. The partnership introduces two new SKUs—Buffalo Hot Chicken Wings and Honey & Chipotle BBQ Chicken Wings—designed to tap into the "fakeaway" trend that continues to dominate the frozen poultry sector.
The move marks a calculated effort to leverage Sauce Shop’s brand equity in the craft sauce market to recruit younger, flavour-conscious consumers into the frozen aisle.
The "Fakeaway" Economy
The launch is a direct response to shifting consumer behaviours, particularly among the 18–34-year-old demographic. Internal data indicates that flavour remains the primary purchase driver for chicken-based occasions in this age group.
Furthermore, the range is specifically optimised for air fryer preparation, reflecting the rapid adoption of the appliance among UK households. Key insights driving the development include:
Customisation: Each 385g pack includes a Sauce Shop sachet, allowing consumers to control heat and flavour levels—a feature that mirrors professional quick-service restaurant (QSR) experiences.
Occasion Targeting: Small group dining accounts for 74% of fakeaway missions; these products are portioned to meet that specific demand.
Value Perception: By offering restaurant-style quality at home, the brands are positioning the range as a cost-effective alternative to delivery services.
Category Growth and Performance Metrics
The collaboration unites two high-performing entities within their respective categories. Birds Eye’s Chicken Shop range has demonstrated significant momentum, reporting a +28.8% value growth and a +28% volume growth year-on-year.
Sauce Shop, meanwhile, has delivered +40.4% retail sales value (RSV) growth over the past year. By pairing these brands, the partnership aims to drive incremental basket spend and encourage cross-category interest between the frozen and ambient fixtures.
Claire Sutton, marketing director at Birds Eye, noted that the partnership is an extension of the Chicken Shop brand's mission to bring QSR quality to the frozen aisle. "Partnering with Sauce Shop lets us bring the kind of sauces people obsess over online straight into the freezer aisle," Sutton said.
Pam Digva, co-founder at Sauce Shop, added: "This partnership is rooted in flavour. Pairing our best-loved Buffalo Hot and Honey & Chipotle BBQ profiles with quality wings gives people the freedom to tailor heat and flavour at home."
The new SKUs are expected to bolster Birds Eye’s position in the frozen poultry market while providing Sauce Shop with increased visibility within the frozen retail environment.
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