Thailand’s Charoen Pokphand Foods is rolling out a chicken snack in the UK under its local brand Taste Inc, which it launched in the country almost four years ago.

CP Foods said the new 100% chargrilled chicken fillets, sold under its Taste Inc brand, is being initially launched in Morrisons and Nisa stores and through online retailer Ocado, with “further roll-out” in the second quarter of the year.

The company said the product is aimed at growing demand for healthy “guilt-free” snacking.

Chris Wenham, CP Foods’ UK marketing and brand director, told just-food the new product, sold in original and spicy flavours, is also destined to be launched in other international markets, although he declined to give further details.

The new product is also breathing new life into the Taste Inc brand, which was launched in 2013 to market a line of chilled on-the-go foods that could be cooked in the microwave, although, according to, Taste Inc products were not listed by the main UK retailers prior to the launch of the new snack.

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By GlobalData

CP Foods declined to comment on the development of Taste Inc or the positioning of the brand’s products since 2013. Wenham said: “As consumer palates evolve, so does the sector.”

Wenham added: “With meat snacks recently added to the UK’s Office for National Statistics’ basket of goods and services, the category is ripe for innovation. Health is a dominant focus amongst consumers and will continue to grow. Honest on-the-go protein snacks are a key part of this and the 100% chargrilled chicken fillet is perfectly positioned to meet strong consumer demand.”

Wenham said meat snacking “has not always been the healthiest of categories”, but the new product “is exactly what it says on the packet, a truly simple, charcoal-grilled mini chicken fillet that delivers hunger satisfaction without the guilt”.

CP Foods said each 35g original single chicken fillet contains 189kJ/45kcal, 1.1g fat and 0.4g salt. The 35g spicy fillets contain 216kJ/52kcal, 1.4g fat and 0.3g salt.

The new product will be sold in single 35g portions at an RRP of GBP0.90 (US$1.10) and in five-piece multi-packs at an RRP of GBP3.00.

In October, CP Foods expanded its business in the UK with the acquisition of a majority stake in UK foodservice supplier Foodfellas.