KERRY FOODS IS TRANSFORMING ITS FRIDGE RAIDERS BRAND POSITIONING FRIDGE RAIDERS AS A SMART SNACKING SOLUTION
Kerry Foods is spearheading a fresh protein snacking movement, rubberstamping its position as the expert in chilled. Capitalising on one of the fastest growing snacking categories, meat snacking (+11.1%), Kerry Foods is bringing all of its snacking products under the Fridge Raiders brand, inclusive of Mattessons, Fire & Smoke and Go Go’s [full portfolio list provided below].
Each and every Fridge Raiders product is powered by protein and the perfect solution for modern day snackers.
Alastair Gibbons, Marketing Manager for Fridge Raiders at Kerry Foods, explains: “The opportunity in snacking is huge. It’s worth a staggering £25 billion in the UK and makes up 20% of all food consumption occasions.
“The previous positioning of Fridge Raiders targeted teenagers who, together with kids, represent 15% of snacking occasions. However, we see a great opportunity to widen its appeal amongst adults, capturing the broader 85% of snacking occasions. We want consumers to identify Fridge Raiders as a smart snacking solution, targeting adult snackers who want to get the most out of every day.”
To support the launch, the portfolio will receive a packaging overhaul, enhancing appeal with: a cleaner finish, delicious food photography and a more definitive Powered by Protein call-out. Early consumer testing for the new look and feel has been very rewarding, with stand out on shelf, awareness of the powered by protein messaging and purchase intent increasing across the board.
The new positioning will be supported with a £3m ATL campaign spanning TV and OOH, kicking off on Monday 23rd July, titled: Get a Taste for Power. Born from the knowledge that Fridge Raiders are packed full of taste and give you a powerful protein energy boost, the creative highlights that when we feel powerful, we feel we can take on anything that’s thrown at us.
A fully integrated shopper plan will ensue, spanning a full suite of in-store display solutions, online, mobile and 6-sheet advertising. “This brand evolution forms part of Kerry Foods’ new snacking vision, which sets out to reinforce our expertise in chilled, with double digit growth intentions,” concludes Gibbons.
Nielsen & Kantar snack categories MAT YOY growth
 Kantar World Panel
 The Big Picture Research