TiNDLE launches plant-based Stuffed Chicken with a focus on convenience, nostalgia and quality
“We have listened closely to our consumers and understood that convenience is a major factor in their purchasing decisions ... Our Stuffed Chicken line addresses this need by providing a ready-to-cook meal that maintains a high standard of gourmet flavor,” JJ Kass, US managing director and senior vice president of business development at TiNDLE Foods told FoodNavigator-USA.
Gourmet convenience and flavor trends
The company initially previewed its Stuffed Chicken line, along with the Barista Oat Milk, during Expo West in March.
Its retail-ready Stuffed Chicken line features two flavors: Chicken Parmigiana and Tikka Masala, which contain 11 grams and 10 grams of protein per serving, respectively. These options not only address current food trends but also evoke nostalgia and a culinary fusion of culture and heritage, Kass explained.
“We are providing a balance between convenience and gourmet taste,” Kass said. “These flavors are inspired by popular international dishes that bring both comfort and cultural appeal.”
Additionally, the Stuffed Chicken line is customizable, allowing for future variations with global flavors.
“The versatility of our Stuffed Chicken format means we can explore different taste profiles, such as Japanese curry or Jerk chicken, catering to a range of consumer preferences,” Kass added.
The Stuffed Chicken line aligns with consumer research indicating a preference for convenience when trying new brands. As chicken remains the top category in plant-based meats, holding 37% of the frozen plant-based market, Kass said, citing data from SPINS Natural Expanded Channel + MULO.
Addressing USDA's restrictions on salmonella
With recent USDA restrictions tightening on salmonella in frozen, breaded and stuffed chicken products, TiNDLE is positioned to highlight its commitment to food safety and quality. TiNDLE’s plant-based options eliminate common issues associated with poultry, including GMOs, animal hormones, antibiotics and cholesterol, Kass said.
“Food safety concerns are leading more consumers to choose plant-based alternatives,” noted Kass. “Our use of non-GMO soy protein and rigorous quality control measures set us apart.”
Additionally, TiNDLE's products appeal to flexitarians who seek to reduce their meat consumption for health and safety reasons.
The company's partnership with top distributors such as Dot Foods, KeHE, Sysco and US Foods maintain its high standards throughout the supply chain, she said.
Retail expansion and building brand awareness
TiNDLE is strengthening its market presence by expanding into new regions and partnering with major retailers. In under a year, TiNDLE has expanded into new markets and retailers, including e-commerce platforms like FreshDirect in New York City and Good Eggs in the Bay Area. The company now partners with retailers on the Midwest and East Coast such as Giant Eagle, Price Chopper, GIANT and MARTIN’S, while also establishing a solid presence on the West Coast with popular independent and natural food stores in both Northern and Southern California, Kass said. The company is also planning to broaden its reach across the US later this year.
We are planning to conduct a robust marketing program with GIANT and MARTIN’S, focusing on couponing and in-store activations like product demos and promotional pricing to incentivize trial
For its GIANT and MARTIN's presence on the East Coast, TiNDLE plans to "conduct a robust marketing program ... focusing on couponing and in-store activations like product demos and promotional pricing to incentivize trial," Kass said. Additionally, TiNDLE will also participate in Philadelphia’s vegan festival, Vegandale, to increase brand visibility and engage with local consumers.
“Our expansion into GIANT and MARTIN'S, along with our participation in Vegandale, enables us to connect with new customers and build brand recognition,” Kass says. “Events like Vegandale provide an opportunity to showcase our products and reach early adopters.”
