Tyson Foods has boosted its Grabits Chicken on a Stick range in the UK with two limited-edition flavours: habanero mango and vindaloo.
Adding to the existing original, Chinese, and nice and spicy variants, new habanero mango has a natural mango flavour and a spicy kick from habanero peppers. The vindaloo chicken breast fillet is cooked in a spicy marinade.
Tyson said that with healthy and free-from alternatives driving the industry, the full Grabits Chicken on a Stick range is “ideal for health-conscious customers”.
Felipe Castillo, head of marketing and innovation at Tyson Foods Europe, said: “Grabits were initially developed as a high in protein, low in fat, healthier alternative to the standard calorie-laden snacks, as well as adding variety to the usual snacking options, and the same concept was applied to the vindaloo and habanero mango flavours.”
Five Grabits Chicken on a Stick flavours are available in the UK: nice and spicy, original, Chinese, vindaloo, and habanero mango.
Meanwhile, new packaging has been designed by Manchester-based marketing agency Pelican Communications. The colourways for the habanero mango packaging was inspired by traditional Mexican textile designs, while the vindaloo pack was inspired by Indian wood block printing.
Felipe Castillo added: “We are looking to further grow our sales with our limited-edition flavours, and believe they will appeal to a wider audience while still providing our loyal customer base with the quality of a convenient snack on-the-go they’ve come to expect, which can be eaten hot or cold.”
The Grabits brand was bought by Tyson earlier this year as part of its $340 million acquisition of BRF’s Thai and European operations.
The purchase included four production facilities in Thailand, and one each in the Netherlands and the UK. Other brands included in the deal were Hot ‘N’ Kickin’Chicken, Speedy Pollo and Sadia.
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