TRANSAVIA launches the range Fragedo Urban Delights, a collection of dry-rubbed, ready-to-cook chicken dishes created for those looking for more sophisticated tastes without the hassle. For those who want „something good” on an ordinary day, without turning cooking into a project. Prepared from balanced combinations of chicken breast and thigh, chicken sausages, or chicken wings, precisely portioned and seasoned with strict control so that the result is consistently good, regardless of the cooking method. The products are inspired by some of the most appreciated urban culinary directions: Shawarma, Tikka Masala, Greek-style chicken, Lebanese-style chicken, Chipolata chicken sausages and Buffalo wings.
The new range was developed based on the real way people cook and eat today: quickly, without complicated steps, but with higher expectations regarding taste and consistent results. The products can be prepared according to preferences and context on the grill, on a griddle, in a pan, in the oven, or in an air fryer, without additional adjustments or intervention during cooking.
„In the city, tastes are discovered quickly: on a street corner, at a food truck, in a restaurant with a cool atmosphere, where everything moves fast and where you are pleasantly surprised by intense aromas, surprising combinations, and dishes that stay on your mind. Now, these experiences easily reach everyone's homes through the Fragedo Urban Delights range” say Ramona Popa, Sales Manager Convenience TRANSAVIA, which also explains that: „people are increasingly choosing based on their mood: something quick, something with an intense taste, something different from the daily routine. They are not looking for complicated recipes, but for solutions that work: a savory, appetizing taste, the right tender texture, a predictable result every time. Through its ease of preparation and variety, Fragedo Delicii Urbane responds to a lifestyle where time is limited, but expectations are ever higher. It is a range that does not promise elaborate, extravagant experiences, but good results, every time”.
The diversity of recipes in the range Fragedo Urban Delights, Shawarma, Tikka Masala, Greek-style Chicken, Lebanese-style Chicken, Chipolata Chicken Sausages, and Buffalo Wings, caters to varied preferences, from more aromatic and spicy options to balanced variants suitable for frequent consumption. Each product has a recognizable flavor profile: warm and spicy notes, specific to combinations with turmeric, cumin, or ginger; intense and slightly spicy variants, dominated by chili and pepper; as well as fresh options with accents of aromatic herbs and citrus, provided by oregano, parsley, or lemon. At the same time, the savory base provided by garlic, onion, or paprika offers depth and balance, so that each recipe has a clear identity, from the warm aromas that rise immediately upon cooking to the fresh notes that linger at the end.
Behind these products lies a great deal of operational discipline: from the selection of raw materials to the way each piece is cut and prepared. „The consumer sees a simple product. In reality, behind the scenes there is a lot of control to ensure that the product is tasty and consistently turns out the way it should. The selection of spices, the correct application of seasoning, the uniform cutting of each piece at the optimal angle using i-Cut precision technology, all contribute to a predictable cooking result, whether it is on a grill, barbecue, pan, oven, or air fryer. For consumers, this operational effort translates simply: effortless for them, no headaches, no unevenly cooked pieces, no adjustments on the fly., explain Radu Popa, Director of the TRANSAVIA Poultry Meat Processing Plant.
The well-calibrated size and shape allow for balanced heat transfer, regardless of the cooking method used: grill, barbecue, pan, oven, or air fryer.
Tastes inspired by great cities, perfected through dry seasoning
The new range Fragedo Urban Delights it is designed for everyday meals, but with an extra touch of intensity, a type of „everyday premium” where the difference lies not in the effort, but in the way the flavor is „constructed” using an approach inspired by professional gastronomy, which allows for consistent cooking results without on-the-fly adjustments and without differences between the pieces of chicken.„Dry rubbing essentially means control. Uniformity is essential so that each piece behaves the same way during cooking and the taste is balanced, rather than concentrated only on the surface. This way of „building” flavor changes the final experience: the aroma does not come from sauces added later, but develops gradually, during cooking, directly inside the meat, thanks to the spices and herbs.”, explains Nicolae Fatul, Research, Development and Production Director TRANSAVIA.
„This seasoning application technique directly influences the cooking behavior of the product. Through the uniform distribution of spices and control over meat portioning, the preparations react predictably to temperature, reduce texture variations, and limit the risk of uneven cooking. The uniform browning, supported by a subtle caramelization, the pleasant aroma released right from the first minutes of cooking, and the texture that remains tender are clear signals that the process is working, he says again.
Beyond the sensory experiences, the portioning and composition of the products are also designed to reduce food waste and allow for efficient use, regardless of the occasion.
The launch of the new range marks the expansion of the TRANSAVIA portfolio into an area where the boundary between „at-home” and „out-of-home” consumption is becoming increasingly blurred. In this context, solutions that combine accessibility with a higher level of execution are becoming increasingly relevant.
Fragedo Urban Delights it is available in retail networks nationwide.
