15 Jul 2025 Bull Brand’s new curried chicken variant

New addition boosts the Canned Meals subcategory as Gen Z reshapes protein preferences….

Bull Brand, SA;s leading canned meat brand, has launched of a first-of-its-kind Curried Chicken Mince with Vegetables to meet the evolving consumer demands.

“Backed by over six decades of trusted taste, our latest innovation lands at the intersection of category growth and consumer-driven innovation,” says Maria Soares, head of Marketing at RFG Foods.

“With the canned meals subcategory growing from 6.9% to nearly 10% within the canned meat and meals market, the new Chicken Curry Mince is set to cement Bull Brand’s leadership by tapping into two major drivers: protein diversification and demand for convenient, value-led mealtime solutions.

“This launch represents a bold evolution for the brand and an intentional shift to meet the needs of younger consumers who crave convenience, bold flavour, and flexible mealtime formats.”

The new variant joins the four other variants in the RTE mince range:

• Curried Mince (reportedly “a runaway success since its 2024 debut”)
• Bolognaise Mince
• Chilli Mince
• Savoury Mince

Like its predecessors, Soares says the new Curried Chicken Mince ticks all the right boxes with no added pork or MSG. “It is also low in fat and a source of energy and is versatile and delicious in a single-serving 400g size.

“With simple heat-and-eat preparation, the product is perfectly suited for time-strapped consumers — from students to single households and busy professionals. It can be served solo or paired with pasta, rice, pap, wraps or mash, the value proposition is unmatched.”

Soares says that this launch is aligned to Bull Brand’s strategic focus on long-term category expansion and relevance to a new generation of shoppers. “As seen in recent Ask Afrika Icon Brands, Bull Brand continues to be recognised as one of the “coolest” and most beloved pantry staples among younger South Africans.”

Source: Bull Brand