ALBERTSONS: READY IN SECONDS POPCORN CHICKEN

SN Editorial Staff

Albertsons took the name of the line literally when they created Ready in Seconds Popcorn Chicken. As a part of a broad line of Ready in Seconds and Ready in Minutes convenience-oriented products, this frozen food is designed to be ready to eat after just 80 seconds in the microwave.

Terry Lee, vice president of Our Own Brands at Albertsons, said the retailer is constantly looking to develop products to meet customers' changing needs. "We employ a rigorous product-development and quality-assurance process, working with a diverse group of manufacturers," he said. "This includes a great deal of interaction with our consumer base via focus-group research and sensory testing before we bring to market any one of our first-class products."

Albertsons introduced the product in March. It comes in a 24-ounce gusseted bag with a zip closer and sells at a suggested retail price of $6.99. Promotion of the product primarily involved in-store product sampling.

Bite-size and fully cooked, the popcorn chicken consists of breast with rib meat that's breaded, pepper-seasoned and fried. What makes it distinctive is that the breading is designed to get crunchier as the chicken pieces cool after heating.

The Ready in Seconds and Ready in Minutes line includes other kid-aimed products, as well as appetizers, snacks and entrees for people of all ages. "Our Own Brands play an important role in helping us make life easier for our customers," Lee said. "With products that include high-quality alternatives to national brands and sophisticated or unique items at the most competitive price, Our Own Brands provide a superior value to our customers and a wide range of choices."