Mighty Bites aim for sandwich sector

The successful Fridge Raiders brand is aiming for further domination in the meat snacks market with the launch of a new brand extension - a chicken-on-a-stick.

The new 75g Mighty Bite product, available in with Roast or Tikka flavours, is an extension of the Kerry Foods owned Fridge Raiders core Bites range and is being pitched as a suitable substitute for a sandwich or pasty for the male 25-34 year old market.

Anthony Wilkinson, senior brand manager said: “Mighty Bite is a natural extension of the Fridge Raiders brand. Whereas our Bites range is a light snack alternative to crisps, Mighty Bite will provide real sustenance for those with the serious munchies.”

Mighty Bite will be available in grocery and impulse sectors from July from £1.49 the company said.