The UK poultry industry continues to face intense cost pressures from higher feed and energy prices, to increased packaging and transport expenses. 

Yet, despite these challenges, consumer demand for fresh chicken remains strong across restaurants, takeaways, and wholesale foodservice. 

At Magna Foodservice, we help operators adapt to these changing conditions with smart sourcing, portioning, and delivery strategies that protect both quality and profitability. 

Understanding Current Poultry Price Pressures

Several key factors are contributing to rising fresh chicken prices in the UK: 

  • Feed Costs: Global grain price fluctuations, particularly wheat and maize, directly affect poultry production costs. 
  • Transport and Fuel: Higher diesel prices and driver shortages have increased logistics costs for suppliers and distributors. 
  • Packaging Materials: Sustainable packaging is essential, but more expensive to produce. 
  • Labour Shortages: Processing and logistics sectors continue to face higher wage costs. 

According to the AHDB Poultry Market Reports 2024, average UK fresh chicken prices rose by 6-8% year-on-year, with cost peaks seen in Q1 2025. 

Why Fresh Chicken Still Holds Its Value? 

Despite these increases, fresh poultry continues to outperform other proteins in the foodservice market. 

The reason is simple: consistent demand and menu versatility. 

Restaurants and caterers favour fresh chicken because it: 

  • Offers excellent yield and portion control. 
  • Cooks faster and holds flavour better than frozen alternatives. 
  • Appeals across diverse cuisines and demographics. 

Consumers still perceive fresh halal chicken as a premium but affordable choice, which helps operators justify modest menu price adjustments without losing volume. 

Fresh vs Frozen: Managing Cost and Quality

While frozen halal poultry can appear cheaper upfront, fresh supply often delivers better long-term value. 

Factor Fresh Poultry  Frozen Poultry
Quality  Superior texture and flavour  Can lose moisture after thawing 
Shelf Life  Shorter, requires planning  Longer, flexible use 
Storage Cost Requires chilled space  Uses frozen storage energy 
Yield Higher (less water loss)  Lower (drip loss after defrost) 

A balanced approach using fresh poultry for core menu items and frozen for backup helps many operators manage cost fluctuations effectively. 

For an in-depth look, read our Fresh vs Frozen Poultry Buyer’s Guide. 

Smart Procurement Strategies to Control Costs 

🔹 Build Long-Term Supplier Relationships

Strong relationships with trusted suppliers like Magna Foodservice can secure better pricing stability, consistent delivery, and premium quality. 

🔹 Leverage Bulk Buying 

Ordering in 10 kg cartons or larger packs (like our Chicken Wings 10 kg Brown) reduces per-kilogram costs and simplifies kitchen workflow. 

🔹 Optimise Portion Control

Use consistent cuts such as 200 g fillets for predictable portion costs and menu pricing. 

See Size Matters: Why the 200 g Chicken Fillet is a Game-Changer. 

🔹 Plan Menus Seasonally 

Incorporate dishes that adapt to seasonal pricing shifts, such as grilled wings in summer or hearty curries in winter, to maximise profitability year-round. 

Reducing Waste to Protect Margins 

Profitability isn’t only about buying at the right price; it’s also about minimising loss. 

Here’s how: 

  • Follow FIFO stock rotation strictly. 
  • Store vacuum-sealed packs at the correct chilled temperatures. 
  • Reuse offcuts for broths or marinades. 
  • Track usage daily to spot inefficiencies. 

See our guide on Optimising Kitchen Workflow for Large Fresh Chicken Orders for detailed waste-reduction practices. 

Sustainability as a Cost Advantage 

Sustainability doesn’t just reduce environmental impact; it can also lower operational costs. 

At Magna Foodservice, we’re investing in: 

  • Route optimisation to reduce fuel usage. 
  • Recyclable vacuum-sealed packaging to cut waste. 
  • Local UK sourcing to shorten supply chains. 

These initiatives help stabilise pricing and give our customers a reliable, lower-impact supply option without compromising freshness or quality. 

Learn more in Reducing Carbon Footprint in Fresh Poultry Supply. 

Key Takeaways for Financial and Operations Managers 

To maintain profitability amid rising costs: 

  1. Track market trends monthly. 
  2. Balance fresh and frozen stock strategically. 
  3. Standardise portion sizes and prep workflow. 
  4. Partner with consistent, transparent suppliers. 
  5. Build menu flexibility around seasonal and cost-efficient dishes. 

With the right strategies, fresh poultry remains both a profitable and dependable choice for UK foodservice businesses.