Chicken has long been the UK’s favourite protein, versatile, affordable and universally appealing. 

But recent market data reveals that fresh halal poultry, in particular, is driving growth in the foodservice sector. 

As diners become more conscious of provenance, health, and halal authenticity, restaurants and wholesalers are rethinking their sourcing strategies to meet this demand. 

At Magna Foodservice, we’ve seen firsthand how shifts in consumer expectations are reshaping the poultry landscape. Here’s what’s happening, why it matters, and how independent operators can make the most of this momentum. 

Fresh Chicken is Dominating UK Protein Demand

According to the IndexBox UK Poultry Market Outlook 2024, poultry consumption in the UK is expected to exceed 2.7 million tonnes by 2035, with chicken accounting for the vast majority. 

While overall meat consumption fluctuates, chicken remains resilient thanks to its versatility across cuisines, from peri-peri and curries to wraps and roasts. 

Fresh poultry is increasingly favoured over frozen alternatives for its: 

  • Superior taste and texture. 
  • Ease of menu integration. 
  • Perceived health and quality benefits. 

For wholesalers and restaurateurs, this signals a clear opportunity: consumers are willing to pay slightly more for dishes made from fresh, traceable chicken. 

What’s Driving the Surge in Fresh Poultry Preference?

Several key consumer trends are shaping demand across the UK’s restaurant, takeaway, and catering sectors: 

🔹 Transparency and Traceability 

Diners want to know where their food comes from. Clear halal certification, ethical rearing, and local sourcing are no longer “nice-to-haves”; they’re purchase triggers. 

At Magna, every product in our Fresh Halal Poultry range is 100% halal certified, fully traceable, and sourced from approved UK suppliers who meet strict welfare standards. 

🔹 Health and Freshness 

The post-pandemic customer is health-conscious. Fresh poultry appeals for its lean profile, lower fat content, and clean taste. 

Menu items featuring “grilled fresh chicken” often outperform those using generic “chicken” descriptors. 

🔹 Sustainability and Local Sourcing 

UK buyers increasingly associate freshness with sustainability. 

Our Reducing Carbon Footprint in Fresh Poultry Supply initiatives, from efficient transport routes to recyclable packaging, help our clients meet eco-conscious consumer expectations. 

What Does This Mean for the UK Foodservice Sector?

These shifts are creating real operational opportunities for both independents and multi-site operators. 

Restaurants that adapt to these preferences are seeing stronger loyalty and menu performance. 

🔹 Independents Can Differentiate Through Freshness 

Independent restaurants, takeaways, and caterers can leverage fresh poultry to signal quality and care as a point of difference from chain competitors. 

For example: 

  • 200g portioned chicken fillets allow consistent presentation and cost control. 
  • Offering dishes with locally sourced fresh chicken supports both transparency and regional identity. 

🔹 Wholesalers Can Build Trust Through Consistency 

Foodservice buyers are increasingly seeking reliable, verified supply partners that align with consumer expectations for freshness, halal authenticity, and sustainability. 

That’s exactly where Magna adds value with controlled cold-chain delivery and consistent quality across every batch. 

The Fresh vs Frozen Rebalance

While frozen halal poultry remains valuable for storage and backup, more buyers are adjusting their mix to favour fresh supply. 

According to Poultry World UK 2024 data, fresh chicken’s share of total poultry sales in the hospitality sector has risen steadily over the last five years, a trend expected to continue through 2030. 

Our balanced sourcing advice helps operators maintain flexibility without compromising quality. 

Consumer Expectations are Redefining “Halal Quality”

The UK’s halal food market is estimated to exceed £5 billion annually, with chicken as its cornerstone protein. 

But halal certification alone is no longer enough; buyers and diners now expect: 

  • Verified, traceable halal supply. 
  • Freshness guarantees. 
  • Ethical, sustainable sourcing. 

Magna Foodservice leads in this area by combining halal assurance with modern supply-chain innovation, giving our clients complete confidence from farm to kitchen.

How Operators Can Capitalise on the Fresh Poultry Trend?

🔹 Review Your Product Mix 

Incorporate more fresh poultry cuts where taste and texture matter most, such as grilled mains, wraps, and biryanis, and keep frozen stock for bulk or event prep. 

🔹 Promote Freshness on Menus 

Simple phrasing like “made with fresh halal chicken” can significantly boost menu appeal and perceived quality. 

🔹 Optimise Portioning and Delivery 

Use consistent weights (like 200g fillets) to control cost per portion. Partner with suppliers who deliver multiple times weekly under strict cold-chain conditions. 

🔹 Highlight Sustainability 

Share your sourcing story. Customers appreciate transparency. 

Referencing local UK suppliers and reducing packaging waste adds brand credibility. 

The Magna Foodservice Advantage

We don’t just follow trends, we help shape them. 

Our Fresh Poultry category is designed for the next generation of foodservice needs: 

  • 100% halal certified and UK sourced. 
  • Controlled cold-chain logistics. 
  • Eco-conscious packaging solutions. 
  • Transparent labelling and full traceability. 

With Magna, operators can meet today’s demand for freshness and tomorrow’s expectations for sustainability. 

Explore our full Fresh Poultry range and see how we’re helping UK foodservice businesses deliver quality, consistency, and trust one order at a time.