Today, Pilgrim’s®, one of America’s largest poultry producers, is taking a bold step forward with a new line of chicken products designed to meet top consumer cravings. Following its launch during the pandemic to address supply chain challenges, Pilgrim’s is introducing a fresh brand identity and a flavor-packed product portfolio, accompanied by an original song and music video to add excitement to the freezer aisle.
Chicken nuggets account for over 40% of the frozen cooked chicken market, but 97% of new nugget products are merely changes in packaging sizes. Pilgrim’s aims to revitalize mealtime by offering a range of innovative, flavorful nuggets. The new lineup includes Pilgrim’s Loaded Nuggets, Pilgrim’s Ultimate Nuggets, and Pilgrim’s Mini Nuggets, all featuring unique sizes and flavors to satisfy America’s cravings.
“Today’s consumers want more than just boring chicken; they’re tired of the dry, bland, and forgettable options currently available,” said Sergio Nahuz, President of Prepared Foods and CMO at Pilgrim’s US. “We’re reimagining chicken nuggets with a bold and imaginative approach, putting taste at the forefront. Our new brand identity reflects this commitment to delivering exciting and flavorful products.”
In its quest to lead the market, Pilgrim’s has introduced vibrant new packaging designed by Jones Knowles Ritchie and released its first original song, “Put It In A Nugget,” in collaboration with independent creative agency Terri & Sandy. This energetic anthem and its accompanying video highlight Pilgrim’s innovative, taste-focused products, aiming to bring fun and energy to chicken advertising.
About the new flavors:
- Pilgrim’s Loaded Nuggets: Featuring flavors like Chicken Pot Pie and Cheesy Jalapeño, these nuggets offer a bite-sized version of America’s favorite tastes.
- Pilgrim’s Ultimate Nuggets: These seriously flavorful, dangerously crispy, and perfectly seasoned nuggets are designed to be the best-tasting in the frozen chicken aisle.
- Pilgrim’s Mini Nuggets: Inspired by the 90% of Americans who snack daily, these poppable treats come in Zesty Ranch, Buttery, and Original flavors, making them perfect for both meals and snacks.
Pilgrim’s new nugget lineup will be available nationwide this summer. To find a retailer near you, visit www.pilgrimsusa.com and follow the brand on Instagram.
Sources:
- Circana (IRI) Syndicated Data, L13W ending 11/5/23
- Datassential 2024; IRI Circana Syndicated Data; Numerator 2022; Internal Sensory (n=60); Toluna Custom Survey 2022
