Chicken wings, shrimp and appetizers line launched

by Bryan Salvage
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PARSIPPANY, NJ –Frank's RedHot, America's leading hot sauce brand (Nielsen ratings 52 weeks ending 1/1/11), is launching its line of fully cooked chicken wings, shrimp and appetizers — including Buffalo Wings, Buffalo Shrimp, Chicken Fries and Chicken Poppers — to be sold nationally in frozen food sections of grocery, mass and club stores. These products will be available through a collaboration with Completely Fresh Foods. Reckitt Benckiser announced.

Drawing from its 90-year-old heritage and its distinction of being the hot sauce used in the original buffalo wing recipe, the launch is a natural fit for the brand, the company said.

Sales of frozen and refrigerated appetizers and snacks, frozen wings and frozen shrimp in 2010 accounted for approximately $1.6 billion in US grocery stores. In the frozen poultry segment, wings alone accounted for more than $418 million in sales (Nielsen 52 weeks ending 11/29/2010).

Frank's RedHot and the new line will be supported with an integrated marketing plan that will include media, online advertising, social media and coupons, as well as in-store activities such as shelf promotions, product demonstrations and sampling.

French’s Foods, a division of Reckitt Benckiser, the maker of Frank’s Redhot Cayenne Pepper Sauce, is a leading manufacturer, marketer and distributor of food and household products. Completely Fresh Foods (CFF) is a privately held food processor and distributor of fully cooked beef, chicken, pork and seafood products located in Montebello, Calif. CFF services the retail grocery industry.
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