Frozen · High protein · Cooked chicken
Sous Feed
Sous vide chicken breast, seasoned by chefs, made in London and frozen. Around 31 grams of lean protein in a single pack, eaten cold from the pouch or warmed in a minute. Real food with the macros of a shake and the taste of a proper meal.
Visit sousfeed.com
Where it stands
Nutrition, ingredients, range and pricing from sousfeed.com product pages. Shelf life, defrost and process detail from the sousfeed.com FAQ and sous vide pages. All read September 2026. Direct to consumer today, no retail listing yet.
The product
Protein for people who train and cook badly.
Founder Ethan Yu built Sous Feed for a specific person: someone who trains, knows exactly how much protein they need, and has neither the time nor the inclination to cook a chicken breast properly every day. The answer is to cook it properly once, at a controlled low temperature, seal it, and freeze it.
Sous vide keeps the moisture and texture that a grilled or oven-cooked breast loses. The pack goes from freezer to fridge in the morning and is eaten cold at lunch, or warmed for a minute in the microwave or a few minutes in hot water. Seven flavours, all chef crafted, no artificial ingredients, no protein isolates, no fortification. Chicken with seasoning on it.
The brand sells direct today, by DPD next day across mainland UK, with a tasting bundle of all seven flavours as the entry point. Retail is the next step, and it is a frozen product built for an upright freezer, which is where the conversation with a buyer starts.
Buying for frozen, high protein or food to go? The nutritionals for all eight lines and the technical position are ready to send.
Book 20 minutesWhy a buyer stocks it
The protein shopper is already in your store, buying own label.
Cooked chicken is chilled, and every line is short life
The cooked chicken fixture is chilled, own-label heavy, and priced under four pounds. A frozen, macro-labelled, chef-seasoned breast opens a tier above it without competing with it, and it does not go in the bin on Thursday.
Protein is still the claim shoppers pay for
UK protein foods grew 9.6 per cent in the twenty-six weeks to January 2026, and meat, fish and poultry was the fastest growing super category at 7.7 per cent. The demand is there. The branded frozen answer to it is not.
Real food beats powder on the label
Three ingredients on the salt and pepper pack. No isolates, no thickeners, no sweeteners. The shopper who has read the back of a protein bar reads this one and puts it in the basket.
Frozen turns a this-week buy into a stock-up
Twelve months in the freezer means a shopper buys five packs, not one. That is the behaviour a weekly shop rewards and a chilled line can never earn.
Eight lines, one facing each, no waste risk
The range fits a single upright freezer shelf. A buyer can carry the full flavour set with no forecast risk, because nothing goes out of date before it sells.
The objection
Frozen cooked chicken has no fixture, and this brand has no listing.
Both true. Here is why neither is the problem it sounds like.
No fixture means no incumbent. The cooked chicken bay is chilled and dominated by own label at a price ceiling of around four pounds. Sous Feed is not asking for a facing in that bay. It is asking for one shelf in the upright freezer next to the protein meals, where the high protein shopper already looks and where nothing branded is answering the chicken breast search.
No listing means no rate of sale data yet, and I would rather say that than dress it up. What exists instead is a direct to consumer business with repeat customers, a subscription option, a full flavour range already in production, and a process with lab-validated shelf life behind it. That is more than most brands have at their first buyer meeting.
The genuine caveat is the technical one. The kitchen runs a documented HACCP plan and the shelf life is independently validated, but a grocery technical manager will ask about third party accreditation, and that is a conversation to have in the first meeting rather than the third. I will bring the current position to the table and tell you what the gap is, if there is one.
And the price. At £5.99 to £6.99 a pack this is not the cheapest protein on the shelf and it does not try to be. It is the cheapest way to eat a properly cooked chicken breast without cooking it, priced against a coffee and a protein bar rather than against a two-pack of chilled fillets. That is the comparison the shopper actually makes.
Category growth per NIQ, 26 weeks to 10 January 2026. Cooked chicken price ceiling from observed UK grocery ranges, September 2026. Process, shelf life validation and pricing per sousfeed.com. Accreditation position to be confirmed with the brand before any technical submission.
In the fixture
Priced per serving of protein, not per kilo of chicken.
Compare it to chilled cooked chicken and it looks expensive. Compare it to what the same shopper buys to hit thirty grams of protein on the way to the gym and it lands exactly where it should. This is a single-serve protein purchase, and that is how it needs to be sited and priced.
Price tiers derived from observed pack prices at major UK multiples, 2025 and 2026, and from sousfeed.com RRPs. Tiers shown, competitor brands not named.
What I do
First listings
The first three or four doors where a frozen protein line makes sense, rather than every door with a freezer.
Strategy
Where retail sits alongside a direct business that already works, so one channel does not undercut the other.
Creator marketing
Building demand before and after the first listing, with the people who already talk to the protein shopper every day.
Buyer ready
Trade terms, case formats and the technical pack in the shape a buyer expects, before the first meeting rather than after it.
Next step
Want the range, the terms and the technical pack?
I run the commercial conversation for Sous Feed. Nutritionals for all eight lines, the trade price list, case formats, shelf life and the current technical position are ready to send. Twenty minutes is usually enough to know whether this fits your freezer, and I will tell you if I think it does not.
Founder rather than a buyer? This is how I work, and these are the other brands.