Kellogg has announced a licensing partnership with US protein processing and innovation firm Mistica Foods to launch ready-to-cook chicken breast bites breaded with its Cheez-It crackers in their domestic market.

Wendy Davidson, the president of Kellogg’s US “specialty channels”, said: “We are very pleased to partner with Mistica Foods and be the first to offer a cracker-breaded chicken product to the marketplace. This new product introduction represents an opportunity to expand one of the most beloved brands to a new consumer category.”

Kellogg said using crushed chips and crackers “has been an on-trend cooking technique used for years but until now never fully commercialised”. 

Illinois-based Mistica Foods was founded in 2014 as an independent, woman-owned company providing custom menu and supply chain solutions to the foodservice and retail channels. 

The new chicken breast bites are on sale at Wal-Mart stores around the country and will later also be available from other national retailers.

Kellogg said last year it aimed to tap into what it said were the “hottest trends” in the US, with the launch of more than 40 products, and planned to revitalise sales through product development including Cheez-It innovation.

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By GlobalData