June 10, 2026. Sântimbru, Alba. Fragedo, the leading chicken meat brand, introduces a new modern, simplified, clear packaging design that quickly and easily guides consumers in the choices they need. The initiative, launched on the occasion of the 35th anniversary of TRANSAVIA's founding, is part of a broader process of adaptation to current consumption behaviors, where information clarity is an essential factor.
„In an era characterized by informational oversaturation, it becomes increasingly important to identify those elements that manage to stand out and attract consumer attention. On the shelf, decisions are made quickly. Instead of comparing details or reading long labels, people look for simple visual cues to help them understand at a glance what they are buying, to confirm they have chosen the right product for what they want to cook, how they can use the product, and whether they can rely on it. With the new design of Fragedo packaging, we didn't want to say more, but to make it easier to understand what is already there. Basically, we brought to the forefront the things that matter in the actual shelf decision: the product type, the expiration date, product quality, quantity, precise cutting, and its culinary purpose., states Ciprian Oprea, Commercial Director of TRANSAVIA.
For consumers who frequently buy products from the portfolio Fragedo, the change helps with faster choices, suited to the needs and solutions they are looking for. Recent studies show that „choice begins with what catches your eye” because „consumers seem to value visual elements that stand out in the decision-making process, using their knowledge of product appearance to guide their attention to those that match their preferences.”, based on factors such as packaging, color, or nutritional information, which significantly influence purchasing decisions.
Natural. Tender. Responsible
Aside from the design, the products remain unchanged. Chicken Fragedo comes exclusively from TRANSAVIA farms and is processed entirely at the company's facilities, which allows for complete control over the entire production chain, from the bowl to the fork. This integrated model, unique in the region, is what consistently upholds the promise behind the products. „Natural. Tender. Responsible "It's not just a slogan. It's the standard by which all our products are measured."”, ," say TRANSAVIA representatives, who explain: "„Natural It means things are done the right way: chickens raised responsibly on our own farms, fed a balanced diet based on scientific principles, with nutrition tailored to their developmental needs. Also, organizing the product lines in a simple, clear, and easy-to-understand way—so you can quickly match them to what you want to cook—makes choosing easy and natural. It doesn’t make you overthink things but helps you choose quickly and cook exactly the way you want.. Tender means high quality and consistency, tender texture, juiciness, aroma that can be smelled even during cooking, and authentic taste. Each piece is precisely cut and delivers the same result every time, from the first preparation stage to the plate. It is a quality that is not a matter of chance, but of rigorous control of the entire process, from farm to fork, ensuring constant standards. Person in Charge It means safety and transparency at every stage, as well as respect for people and resources. Fragedo chicken comes exclusively from our own farms and is processed in the company’s facilities, which allows for complete control and traceability from farm to fork. It means respect for consumers, partners, and the environment, backed by rigorous certifications and practices documented in sustainability reports published regularly since 2019. Responsibility also means clear, honest labeling—free of marketing gimmicks.”.
Ranges designed to simplify consumers' choices
The product range is intuitively structured, depending on how people cook in everyday life. The range Fragedo Tender Pieces meets the need for simplicity in the kitchen: fresh chicken products—from thighs, breasts, and wings to drumsticks and grilled chicken—selected for the recipes people commonly cook. These are safe and easy-to-use products that don’t require complicated preparation and fit naturally into any type of meal plan, from quick weeknight meals,
to the more leisurely meals, where things are done at a slower pace. Whether I choose something simple and quick, like a chicken and vegetable skillet, browned wings, or grilled chicken breast, or recipes that require patience, such as a clear chicken soup, a well-thickened stew, or a baked roast, the products in this range They are designed to behave predictably and turn out well—tender and flavorful—without needing adjustments along the way.
For larger families or for special occasions and festive meals when you're cooking more, the range Fragedo Porții Generoase it responds to the need for volume and efficiency. Beyond cost, efficiency is also visible at the packaging level: the tubs are optimized to offer more product in a single format, reducing the need to buy two separate tubs from other ranges. The result is a more efficient use of packaging, less material consumed, and simpler organization in the kitchen.
For those who prefer premium chicken with a lighter, more delicate texture—whether they’re following a diet, cooking for children, or choosing products with a finer texture that are also suitable for seniors—the range Fragedo Bucăți Delicate includes premium selections such as chicken tenderloin (inner file) and sliced chicken breast. They are ideal for light meals, such as quick grilled dishes, warm or cold salads, wraps, sandwiches, or oven-baked dishes, as well as for more delicate dishes, such as tender schnitzel, roulades, or dishes served with light sauces. Their fine texture makes them easy to cook and incorporate into balanced meals—and they’re even appreciated by „the toughest food critics”: kids.
For those who cook with greater precision and seek consistent results—from chefs and professionals to food enthusiasts—the range Fragedo Soluții Expert It offers products that are precisely cut, with a uniform texture and predictable cooking behavior, available in quantities tailored to the needs of the HoReCa sector, bistros, or kitchens with varying workloads. They are ideal for dishes that require precision and consistency, from meat seared to perfection in a pan or on the grill to more elaborate, slow-cooked recipes where every detail matters. Whether it’s careful plating, precise portioning, or controlling cooking times, these products deliver consistent results and efficient execution.
The product range is completed by the range Fragedo Sortimente Tradiționale which includes the offer of chicken, whole chicken (tray), nutrient-rich offal and trim, suitable for traditional dishes, as well as the range of coated, ready-to-cook products, Fragedo Crunch Your Lunch, with schnitzels, bites and strips, made from whole chicken breast fillets, suited for a modern lifestyle. At the same time, for those who need flexibility in planning, the frozen options offer safety in storage and use, without compromising on quality.
Chicken meat Fragedo is manufactured in a fully integrated system, from the bowl to the fork, with in-house facilities that allow for complete control. The chicks come exclusively from the company’s own farms (breeding, incubation, rearing) and are fed with feed prepared at the company’s own Compound Feed Plant, with the assistance of veterinary nutritionists, based on grains and sunflower seeds grown by the Crop Division. The chickens are processed in the company’s high-performance slaughterhouses and modern processing plant.
Each stage is monitored through rigorous control and testing systems in our five in-house laboratories, which track numerous indicators—for both raw materials and finished products—to ensure safety and complete traceability.
1 FRAGEDO is the No. 1 brand in reported sales for the fresh chicken category (by value and volume), according to RetailZoom estimates—for the years 2023, 2024, and 2025 for the food retail market—international chains (excluding Lidl). RetailZoom is a market research service provider specializing in monitoring and reporting sales data for various retail channels selling fast-moving consumer goods in Romania – RetailZoom reports scanned sales data (received from partner retailers) integrated with estimated or extrapolated sales data for the following IKA store formats: hypermarkets, cash & carry, mini-markets, supermarkets, and convenience stores. Market monitoring of FMCG in the retail sector is conducted through the reporting of sales indicators such as value, volume, units, weighted average prices, and product distribution (in accordance with specific methodologies).
2 Gidlöf, K., Anikin, A., Lingonblad, M., & Wallin, A. (2017). Looking is buying: How visual attention and choice are affected by consumer preferences and the characteristics of the supermarket shelf. Appetite, 116, 29–38.
3 Mehta, A., Serventi, L., Kumar, L., Morton, J. D., & Torrico, D. D. (2024). Packaging, perception, and acceptability: A comprehensive exploration of extrinsic attributes and consumer behaviors in novel food product systems. International Journal of Food Science & Technology, 59, 6725–6745.
