CONSUMER DEMAND FOR CONVENIENT MEALS PUTS TASTE AND NUTRITIONAL VALUE IN FOCUS

South Africans are increasingly looking for meal solutions that fit into busy lives. With the demands of work, family and everyday life leaving consumers with less time and bandwidth, convenience is becoming an important consideration when deciding what to put on the table.

Protein remains an important part of a balanced meal, particularly for growing children. Chicken is an important protein source in South Africa, and Rainbow Chicken’s focus on delivering quality products supports its vision to feed families and nourish the nation.

As a fully integrated poultry producer focused on all stages of chicken production, from farm to fork, Rainbow understands the importance of maintaining rigorous standards to deliver high-quality products to its customers. As a proudly local brand for over 60 years, the company also recognises that consumers’ needs are evolving. Innovation therefore remains an important part of its strategy, enabling the business to respond to changing consumer needs and lifestyles.

So, how does Rainbow bring together convenience, quality, taste and nutritional value?

Rainbow’s Simply Chicken is the No Drama Chicken, offering 100% chicken meat in a range of convenient products designed to make mealtimes easier, without compromising on what matters to consumers.

In a recent survey of more than 400 Home Tester Club members who tried Simply Chicken, the response was overwhelmingly positive. 98% of taste-testers said they would highly recommend the Simply Chicken products, while the range achieved an overall score of 4.7 out of 5.

Nine out of every 10 members also said that Simply Chicken tastes 100% like chicken meat, while around 90% of the moms surveyed said the cheese options were a firm favourite with youngsters as well as the wider family.

The findings highlight a simple consumer reality: people want quick and easy meal solutions that fit into their busy lives, but they are not prepared to compromise on taste, quality or nutritional value.

“Consumers are looking for ways to make mealtimes easier, particularly during the busy week, but convenience should not mean compromising on the quality of what you serve your family,” says Nhlakanipho Ngubane, Brand Manager for Simply Chicken. “The range gives families a convenient option made with 100% chicken, so there is less uncertainty and less fuss around mealtimes.”

With Simply Chicken, there is no drama, only convenience, with 97% of Home Tester Club members saying they liked how quick and simple the products are to prepare. This makes the range a convenient option for school lunches and busy family mealtimes, helping parents put a nutritious meal on the table when time is limited.

“There is a reason why customer and consumer obsession is a company value,” adds Nhlakanipho. “Our strong brand heritage is underpinned by an innovative and well-considered category and brand mix, reflecting our commitment to delivering what our customers and consumers want and need. Simply Chicken is one of the ways we do this – bringing together 100% chicken, taste and nutritional value, with zero drama.”

About Rainbow Chicken Limited: Rainbow Chicken Limited is a leading South African fully integratedpoultry producer listed on the Johannesburg Stock Exchange (JSE). With over 60 years of experience,

Rainbow’s commitment to delivering fresh, frozen, and superior-quality chicken permeates every aspect of its operations. Powered by Epol, their trusted Animal Feed brand, Rainbow places the well- being of their birds at the forefront. Employing nearly 10 000 employees and operating through a network of over 160 farms and strategically located processing plants, Rainbow’s strong heritage brands bring delight to countless meals, leaving an indelible mark on communities nationwide. 

To learn more, visit www.rainbowchickens.co.za.

SUPPLIED.