Pilgrim’s, one of America’s largest poultry producers, has announced “it is going where no chicken brand has gone before” with a new line of flavor-forward nuggets.The product portfolio has launched accompanied by an original song and music video created to drive consumers to the freezer aisles of supermarkets and other retail food channels.
Chicken nuggets represent over 40% of the frozen cooked chicken market, yet grocery store freezer cabinets are lacking variety with 97% of all new nugget products just being changes in pack sizes, according to Circana (IRI) Syndicated Data analysis. Pilgrim’s mission to liven up mealtime has the brand going all-in on nuggets with tasty flavors with unique sizes including Pilgrim’s Loaded Nuggets, Ultimate Nuggets, and Mini Nuggets.
“Today’s consumer does not want to eat boring chicken, but the lack of variety in the frozen chicken aisle has left them with dry, bland and forgettable options. We’re combatting this monotony by reimagining what chicken nuggets can be,” said Sergio Nahuz, President Prepared Foods and CMO at Pilgrim’s US. “Our new brand is bold and imaginative with nuggets that put taste at the forefront, because we’re not chicken about chicken.”
Descriptions of the latests offerings follow:
Loaded Nuggets. Available in Chicken Pot Pie and Cheesy Jalapeño, this innovation puts popular flavors into a snackable bite.
Ultimate Nuggets. Flavorful, crispy and well seasoned, these treats have been re-imagined to be the “best tasting nuggets in the frozen chicken aisle,” according to the producer.
Mini Nuggets. Inspired by the 90% of Americans who surveys say eat at least one snack a day, this offering is available in three flavors – Zesty Ranch, Buttery and Original.
As part if the retail rollout, Pilgrim’s is advertising with bold new packaging designed by Jones Knowles Ritchie and the company’s first-ever original song, “Put It In A Nugget,” developed in partnership with independent creative agency Terri & Sandy. Centered around the brand’s new platform and creative campaign The song is accompanied by a high-octane anthem video spotlighting Pilgrim’s innovative, taste-forward products.
About the Company
Greeley, Colorado,-headquartered Pilgrim’s is majority-owned by JBS S.A., a global food enterprise with more than 62,000 employees engaged in processing, packaging and marketing value-added fresh and frozen food products for customers in more than 100 countries. The company operates production plants and prepared foods facilities in 14 US states, Puerto Rico, Mexico, the United Kingdom, Ireland and continental Europe.
