Fakeaway feasting made easy with new Moy Park range

Moy Park launches new frozen ‘fakeaway’ inspired products into Asda GB and NI stores

Moy Park, one of Ireland’s best known chicken brands, is igniting excitement into the frozen category with the launch of its new fakeaway inspired range. The company today announced the launch of four innovative new product lines into Asda stores across GB and NI.

The flavour-filled product range includes Peri Peri Chicken Strips 400g, Tempura Chicken Chunks 350g, Buttermilk Chicken Tenders 400g and Salt and Chilli Chicken Chunks 350g.

The range is made with 100% whole breast chicken fillets, and there has been a notable increase in spending in this category as shoppers opt for more premium options. Moy Park identified a market gap for branded whole fillet frozen coated chicken, which comprised only 19% of the category volume in 2023[1].

Moy Park developed its Fakeaway range as a response to emerging food trends and the growing demand for big flavour, variety, and convenience in the frozen coated chicken category. When surveyed, 86% of shoppers said they would like the option to buy a fakeaway style product[2], with flavour and convenience listed as top priorities.

Frozen Coated is the fastest growing chicken category, with young shoppers and families driving much of the growth. Recognising this trend, Moy Park are making fakeaway feasting easier than ever with their new product range, which can be air fried in 18 minutes without compromising on taste or quality.

Ellen Wright, Senior Brand Marketing Manager at Moy Park, said:

“We are delighted to increase our brand presence in Asda with the launch of our exciting new Fakeaway product range into stores. The relationship between Asda and Moy Park has gone from strength to strength over the years, and we are really looking forward to working with the team once again.

“As a business, we take great pride in providing fresh, locally sourced chicken products, ideal for feeding families, so to have our new Fakeaway range available in Asda stores from March this year is something we are very proud of.

“With 75% of shoppers[3] stating that they would prefer frozen breaded chicken to be of UK origin, we’re looking forward to seeing the response.”

Jon Hollingsworth, Frozen Meat, Poultry & Fish Buying Manager for Asda GB, added:

“We have built a great relationship with Moy Park over the years and are delighted to increase our product offering with the launch of this exciting new range into both our GB and NI stores.

“We have seen growing interest in the fakeaway trend, with customers seeking cost-saving meal options that delight tastebuds. With a diverse range of frozen coated chicken offerings, we’re already seeing excitement and strong early purchase intent from Asda shoppers for Moy Park Fakeaway[4].”

The new Moy Park Fakeaway range retails at £4.00 RRP and launches on an introductory offer of save £1. The Asda launch will be supported by a range of in-store activations including POS, end aisle fins, wobblers, and stickers to draw attention to the new range in the frozen category. Moy Park will also roll out a series of social media activations including Fakeaway recipe videos, influencer activity and a competition to win an air fryer to encourage shoppers to purchase the new range in store.

The Fakeaway range is now available to buy across GB and NI Asda stores as well as online from 16th March.

[1] Kantar Worldpanel, 52 weeks YOY to 1st Oct 2023

2 Moy Park / Toluna survey of 308 respondents, August 2022

3 Moy Park / Toluna survey of 468 respondents, July 2023
4 Moy Park / Toluna survey of 692 respondents, June 2023