Pilgrim’s® announced a flavor-forward new line that puts top consumer cravings in a nugget. Following the brand’s launch during the pandemic to fulfill a need amidst supply chain woes, Pilgrim’s introduced a new brand identity, flavor-packed product portfolio, and original song and music video to bring excitement and energy to the freezer aisle. 

Chicken nuggets represent over 40% of the frozen cooked chicken market, yet the grocery store aisle is lacking variety with 97% of all new nugget products just being changes in pack sizes.1 Pilgrim’s mission to liven up mealtime has the brand going all-in on nuggets with exciting flavors and new innovations to satisfy America’s cravings. The crispy, crunchy, juicy, and munchy lineup features unique sizes and flavors including Pilgrim’s Loaded Nuggets, Pilgrim’s Ultimate Nuggets, and Pilgrim’s Mini Nuggets.  

“Today’s consumer does not want to eat boring chicken, but the lack of variety in the frozen chicken aisle has left them with dry, bland, and forgettable options. At Pilgrim’s, we’re combatting chicken monotony by reimagining what chicken nuggets can be,”  “Our new brand is bold and imaginative with nuggets that put taste at the forefront, because we’re not chicken about chicken.” -- Sergio Nahuz, president prepared foods and CMO, Pilgrim's US.

As part of the brand’s pursuit to rule the roost, Pilgrim’s unveiled new packaging designed by Jones Knowles Ritchie and the brand’s first-ever original song, “Put It In A Nugget,” developed in partnership with independent creative agency Terri & Sandy. Centered around the brand’s new platform and creative campaign that knocks the boredom out of chicken, this song is accompanied by a high-octane anthem video spotlighting Pilgrim’s new innovative, taste-forward products.  

About the new flavors:
· Pilgrim’s Loaded Nuggets: Available in Chicken Pot Pie and Cheesy Jalapeño, Pilgrim's new-to-market innovation puts America’s favorite flavors into a snackable bite.
· Pilgrim’s Ultimate Nuggets: The name says it all – seriously flavorful, dangerously crispy, and perfectly seasoned, these nuggets are re-imagined to be the best tasting nuggets in the frozen chicken aisle.  
· Pilgrim’s Mini Nuggets: Inspired by the 90% of Americans who consume at least one snack a day2, mini nuggets are a fun, poppable treat that can flex between dinner time and snack time and are available in three craveable flavors: Zesty Ranch, Buttery, and Original.   

Pilgrim’s new lineup of nuggets will be hatching this summer on shelves across the country.


1 Circana (IRI) Syndicated Data L13W ending 11/5/23
2 Datassential 2024; IRI Circana Syndicated Data; Numerator 2022; Internal Sensory (n=60); Toluna Custom Survey 2022