We’ve taken a long, hard look at our fresh chicken range and rebuilt it with one goal: to make your life easier and your offer stronger. You asked for clearer tiering, better value, more consistency and products that work harder in busy kitchens. We listened. The result is a simpler, smarter, 100% halal fresh chicken range designed for the way you cook, serve and grow your business.

Why We’ve Done This?

We’re strengthening our own brand: We’re moving away from white label and into a clearer, more confident own‑brand structure. It means better quality signalling, clearer specifications and a range that’s easier to shop. Chef’s Essential stands for value. Chef’s Menu stands for consistency and usage.

We’re simplifying the range: Too many duplicates. Too much complexity. We’ve cut the noise so you can find exactly what you need, fast. Less time choosing, more time cooking.

We’re protecting your supply: Global pressures and disease have made chicken supply unpredictable. So, we’ve diversified three countries of origin instead of one, giving you a more secure, future‑fit supply chain.

We’re resetting value: Chicken has become the go‑to value protein but rising demand has squeezed margins. We’re resetting pricing across Chef’s Essential to help you protect your bottom line and stay competitive.

What’s Changing?

You’ll see new products, clearer tiering and improved consistency across the range. Here are some of the highlights:

Chef’s Essential Oyster Cut Thigh: full flavour, great value.

Chicken Mince: perfect for kebabs, burgers, wraps and meatballs.

Diced Thigh: time‑saving, quick‑cook, packed with flavour.

Calibrated Wings (Mid & Prime): minimum weight, less wastage, consistent cook.

Skinless Wings: ideal for chicken shops; a real point of difference.

Chef’s Menu Drum Fillet: a value alternative to thigh as demand rises.

Chef’s Menu Diced Fillet (Large & Small): convenience for curries, stir‑fries, kebabs and more.

Every product has a clear purpose. Every cut has been designed to help you deliver consistency, speed and value.

What This Means for You?

A better range all round. Higher QUALITY, stronger VALUE, more CHOICE and smarter EFFICIENCY for your kitchen.

A smoother customer journey: Clearer tiering, simpler navigation and consistent specs mean you can shop the range quickly and confidently.

Less wastage, more efficiency: Calibrated cuts and minimum weights help you control cost and reduce prep time.

Better value signalling: Chef’s Essential gives you best‑in‑market pricing. Chef’s Menu gives you quality you can rely on. Together, they help you build menus that work for every customer.

More reliable supply: Three countries of origin. Stronger resilience. More confidence in availability.

Products built for today’s trends: Chicken shops are booming and we’re backing that growth with wings, mince, drums and calibrated fillets that fit your offer perfectly.

This is a range built for fast food operators, hotels, restaurants and leisure who needs chicken that works as hard as they do.

When It’s Landing?

Fresh Range: 14 July 2026, Frozen Range: from September We’ll support you in branch with product guidance to make the transition smooth.