US tuna brand Starkist has expanded its product line with the launch of shelf-stable white chicken meat in pouches.
Called Chicken Creations, the product is available in the US in four flavours: chicken salad, buffalo style, zesty lemon pepper, and ginger soy.
Starkist said the launch is in response to the rise of protein snacking. The Chicken Creations are packaged in a tear-open, no-drain pouch, designed for those on the move.
Andy Mecs, vice president of marketing and innovation at Starkist, said: “After 100 years in the tuna business, we proudly announce that Starkist is now a diversified healthy food company.
“It is our goal to provide convenient, healthy options that satisfy the palates and nutritional needs for all Americans. Chicken Creations is a natural extension to our highly successful Tuna and Salmon Creations as we already have the pouch expertise and consumer trust in our high-quality flavoured protein products. We are pleased that consumers will now have even more to love as they can tear, eat, and go.”
As part of the launch, Starkist has hired Full House actor Candace Cameron Bure to boost consumer awareness of the product.
She said: “I’ve loved working with Starkist over the past year. Their delicious line of tuna and salmon pouches – especially bold hot buffalo style – has become my go-to snack post workout or on set. The launch of Starkist’s first ever chicken pouch line is big, and I’m thrilled I can enjoy the same convenience with this new protein option.”
The launch includes a marketing campaign with TV commercials, print media, social media promotions and couponing. Bure will be featured prominently in Starkist’s multimedia campaigns, including a 15-second television commercial.
Chicken Creations are on sale in the US for $1.75 per pouch.
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