TRANSAVIA launches the Fragedo Urban Delights range, a collection of dry-marinated, ready-to-cook chicken products, created for those who seek more sophisticated flavors without the hassle. For those who want “something good” on an ordinary day, without turning cooking into a project. The products are made from balanced combinations of chicken breast and thigh, chicken sausages or chicken wings, precisely portioned and carefully seasoned, so that the result is consistently good, regardless of the cooking method. The range is inspired by some of the most popular 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 how people actually cook and eat today: quickly, without complicated steps, but with higher expectations when it comes to taste and consistency. The products can be prepared depending on preference and context, on the barbecue, grill, in a pan, in the oven or in an air fryer, without additional adjustments or intervention during cooking.

“In the city, flavors are discovered quickly: at a street corner, from a food truck, in a restaurant with a great atmosphere, where everything moves fast and you are pleasantly surprised by intense aromas, unexpected combinations and dishes that stay with you. Now, these experiences can easily reach everyone’s home through the Fragedo Urban Delights range,” says Ramona Popa, Sales Manager Convenience at TRANSAVIA, who also explains: “people increasingly choose based on mood: something quick, something with intense flavor, something different from the daily routine. They are not looking for complicated recipes, but for solutions that work: savory taste, appetizing appearance, proper, tender texture, and predictable results every time. Through ease of preparation and variety, Fragedo Urban Delights responds to a lifestyle where time is limited, but expectations are increasingly high. It is a range that does not promise elaborate or extravagant experiences, but consistently good results.”

The diversity of recipes within the Fragedo Urban Delights range, Shawarma, Tikka Masala, Greek-style Chicken, Lebanese-style Chicken, Chipolata Chicken Sausages and Buffalo Wings, caters to a wide range of preferences, from more aromatic and spiced options to balanced variants suitable for frequent consumption. Each product has a recognizable flavor profile: warm, spiced notes typical of turmeric, cumin or ginger blends; intense, slightly spicy variants dominated by chili and pepper; as well as fresh options with herbal and citrus accents from oregano, parsley or lemon. At the same time, the savory base provided by garlic, onion or paprika adds depth and balance, so that each recipe has a clear identity, from the warm aromas released immediately during cooking to the fresh notes that linger at the end.

Behind these products lies strong operational discipline: from raw material selection to how each piece is cut and prepared. “The consumer sees a simple product. In reality, there is a great deal of control behind it, so that the product is tasty and delivers consistent results every time. 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 outcome, whether on the grill, barbecue, pan, oven or air fryer. For consumers, this operational effort translates simply into no effort on their part: no hassle, no unevenly cooked pieces, no need for adjustments during cooking,” explains Radu Popa, Director of the Chicken Meat Processing Plant at TRANSAVIA. The well-calibrated size and shape allow for balanced heat transfer, regardless of the cooking method used: grill, barbecue, pan, oven or air fryer.

Flavors inspired by major cities, perfected through dry seasoning

The new Fragedo Urban Delights range is designed for everyday meals, but with an extra layer of intensity—an “everyday premium” where the difference lies not in effort, but in how flavor is “built,” using an approach inspired by professional gastronomy, enabling consistent cooking results without adjustments and without differences between pieces of chicken. “Dry seasoning essentially means control. Uniformity is essential for each piece to behave the same during cooking and for the flavor to be balanced, not 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 in the meat, thanks to the spices and herbs,” explains Nicolae Fatul, Director of Research, Development and Production at TRANSAVIA. “This seasoning technique directly influences how the product behaves during cooking. Through the even distribution of spices and control over portioning, the products react predictably to heat, reduce texture variation and limit the risk of uneven cooking. Even browning, supported by subtle caramelization, the pleasant aroma released from the very first minutes of cooking, and the texture that remains tender are clear signals that the process works,” he adds.

Beyond the sensory experience, the portioning and composition of the products are also designed to reduce food waste and allow efficient use, regardless of the occasion.

The launch of the new range marks the expansion of TRANSAVIA’s 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 more relevant.

Fragedo Urban Delights is available in retail networks across the country.