In a strategic move to drive long-term growth in the UK, Dutch dairy giant FrieslandCampina has launched its Tender’lish alt-chicken brand. The brand will join FrieslandCampina’s existing product lines, Yazoo and Chocomel milk drinks, and is set to introduce four meat-free products in October. With the use of a unique dairy base as its key differentiator, Tender’lish offers breaded chicken alternatives containing 60% skimmed milk protein. This tactical expansion into the meat-free category reflects FrieslandCampina’s strategic investment for future growth.
Having already secured a major UK supermarket chain, FrieslandCampina plans to add more retailers in 2024, along with expanding into foodservice. Additionally, there is a strong pipeline of new Tender’lish products set to be launched early next year. This venture follows the success of Tender’lish’s existing range, which is featured in McDonald’s fast-food chains across Europe.
While the UK meat-alternatives category faces some challenges, there is still significant room for growth. The market has consistently shown double-digit growth, making it a promising sector to explore. Alison Lees, the UK head of marketing for Tender’lish, believes that the chicken alternative segment within meat alternatives remains an under-tapped market.
FrieslandCampina produces the milk component of Tender’lish while a third-party manufacturer takes care of the product’s formation, breading, and packaging. The unique processing method involves turning milk into a semi-solid liquid resembling curd, which is then combined with sodium alginate, a seaweed extract common among meat-alternative brands. This process creates a fibrous texture that closely replicates chicken fibers.
Tender’lish targets families with children under 16, as they are an under-indexed demographic in terms of meat-free sales. The brand aims to overcome concerns about taste, nutritional value, and production process by leveraging the recognition and reputation of dairy products. By positioning dairy as a healthy and nourishing option, Tender’lish aims to attract consumers who may have been hesitant to try meat alternatives in the past.
