Chicken Tonight is a brand that elicits nostalgia for many who grew up in the 90s This zesty sauce transformed boring chicken into something exciting with just a few shakes from the bottle The catchy “I Feel Like Chicken Tonight” jingle played endlessly on TV, cementing the brand as a staple in households across America and beyond. But over time, Chicken Tonight faded from the spotlight and supermarket shelves. So what exactly happened to this once-popular sauce?
The Origin Story
Chicken Tonight originated in the United States in 1990 under the Ragú brand, a subsidiary of food giant Unilever. It was marketed as an easy weeknight dinner solution – simply bake grill, or pan fry some chicken and mix in the sauce. The product line started with just three flavors Country French Honey Mustard and Sesame Ginger.
Over the next couple years, Unilever brought Chicken Tonight to Canada, the United Kingdom and Australia, where it really took off in popularity. By 1993, there were [10] flavors including Thai Green Curry, Tomato & Herb and Cajun.
Soaring Success
In the 90s and early 2000s, Chicken Tonight saw booming success, especially in Europe and Australia. The sauce tapped into consumers’ desire for quick, flavorful meals with minimal prep work. Having to cook chicken and then make a sauce from scratch on a busy weeknight wasn’t practical for most. Chicken Tonight provided a tasty, convenient alternative.
The brand’s quirky marketing also contributed to its popularity. The memorable “I Feel Like Chicken Tonight” jingle, sung by actors enthusiastically flapping their “wings,” was impossible to forget. Chicken Tonight also featured footballer Ian Wright in its UK ads starting in 1996. The spots featuring the beloved athlete contributed to brand awareness and goodwill with consumers.
Declining Demand
Chicken Tonight’s fortunes began to change in the mid-2000s. Although still popular in some markets like the UK and Australia, demand was dropping in the US. Consumers started gravitating toward fresh, organic and all-natural products, viewing pre-made sauces as overly processed. New competitors also entered the scene, chipping away at Chicken Tonight’s market share.
Unilever made efforts to revamp the brand, adding new flavors like Chipotle and Modern Chinese and trying updated packaging and marketing. But the efforts failed to resonate. By 2011, Unilever decided to cut its losses and sold Chicken Tonight to Symington’s in the UK and Simplot in Australia and New Zealand.
Life Support in Select Markets
Today, Chicken Tonight still exists in a handful of countries, although its popularity is a shadow of its former self. Simplot continues to offer [6] flavors in Australia. In the UK, Symington’s reduced the range to just [3] options.
The brand remains on life support in these select pockets. But without the distribution power of a large corporation like Unilever, it struggles to stay relevant. Most younger consumers don’t have any awareness of Chicken Tonight. The product feels stale and outdated compared to bolder, ethnic and specialty sauce options available today.
While Chicken Tonight had a great run in the 90s, its moment seems to have passed. The rise of healthy eating and artisanal foods has made the brand a relic. For those who fondly remember Chicken Tonight, it holds a nostalgic place. But it’s unlikely this sauce will enjoy a resurgence anytime soon. The rapid boom and decline of Chicken Tonight reflects the fleeting nature of food fads and changing tastes over the decades. Brands must constantly evolve and innovate to stay in the game. For Chicken Tonight, that proved to be an insurmountable challenge.
ALDI shopper rates every frozen pizza
An ALDI customer has sparked controversy after sharing a jaw-dropping discovery on the back of a jar of Honey Mustard Chicken Tonight Cooking Sauce.
Sharing on a popular Facebook group, the shopper posted an of the popular supermarket buy alongside the ALDI version of the same product.
Taking a closer look at the back label, the customer was surprised to see the Colway Honey Mustard Simmer Sauce – available exclusively at ALDI – had an almost identical ingredient list to the Chicken Tonight version.
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“And to think there are still people out there who refuse to shop at Aldi because they think their products aren’t as good,” she wrote on the Aldi Mums Facebook page.
“Comparing the ingredients – which are as similar as you can get – I know which one I’ll be reaching for.”
The customer also pointed that the ALDI version is significantly cheaper than Chicken Tonight, which retails at Coles and Woolworths for $3.
“Saving over $1 a jar,” the ALDI shopper said.
Similarities in the ingredients lists have raised questions over whether the two buys are made by the same supplier – despite the different price points.
The Chicken Tonight version proudly states it is made in Australia from at least 90 per cent Australian ingredients.
An ALDI spokesperson confirmed the Colway variety is also made on local shores – but didn’t elaborate on whether it was made at the same factory as Chicken Tonight
“Our Colway Honey Mustard Simmer Sauce guarantees a delicious dinner that we’re thrilled to see customers raving about,” an ALDI spokesperson told 7NEWS.com.au.
“At under 50 cents a serve it not only delivers brilliant value to Aussie families, but is also manufactured here in Australia.”
Facebook users said it wasn’t the first time that they’d noticed similarities between ALDI products and similar big-name buys.
“Same as their frozen Cuisine Pizza, it’s just McCains,” one said. “So if you like it, so much cheaper.
“I buy them and add extra topping. I bought some today under $4 each, but they didn’t have Hawaiian (for my younger kids) went to Coles and same pizza cost me $8.50.”
Added another: “Same as their chips. They are the Kettle chips repackaged.”
One more wrote: “I bought the ALDI meat lovers pizza and you know what it’s tastes exactly the same as the Coles or Woolies McCains brand one.”
However some ALDI fans said they could taste a clear difference between the ALDI honey mustard sauce and the Chicken Tonight variety.
“It’s funny you say this. I love ALDI and don’t snub anything but this is one of the very few things I find isn’t as good as the full branded one!” one said.
However she later questioned her judgement after noting that “the ingredients are almost identical!”
Another said: “ALDI one tastes way better if you ask me.”
Wrote a third: “I personally think the ALDI brand of the honey mustard sauce is so much nicer than other brands. I usually make it from scratch though, and my kids prefer the ALDI butter chicken sauce to others also.”
Said one more: “I’ve had both, and can definitely taste the difference. I much prefer the Chicken Tonight one Masterfoods does have a great recipe base one, too.”
I Feel Like Chicken Tonight (1992)
FAQ
What happened to the product Chicken Tonight?
The American version of the product was met with limited success; however, as of 2025, it is still sold in Australia, New Zealand, the Netherlands, and the United Kingdom. Association football player Ian Wright appeared in commercials for the product.
What were the flavors of Chicken Tonight?
- Chicken Tonight Honey & Mustard Cooking Sauce 485g.
- Chicken Tonight Cacciatore Cooking Sauce 500g.
- Chicken Tonight Mild Butter Chicken Cooking Sauce 495g.
- Chicken Tonight Creamy Mushroom Cooking Sauce 475g.
What happened to chicken the Comedian?
Personal life and death
In the early morning of June 9, 2009, Roof’s wife contacted police and reported him missing. Several hours later, his body was found hanged from a tree in a wooded area near a Snellville, Georgia, elementary school parking lot.
What happened to Holly Farms chicken?
What happened to Chicken Tonight sauce?
Chicken tonight, a popular brand known for its range of flavorful sauces, has unfortunately discontinued its production and is no longer available for purchase. This news might come as a disappointment to many loyal fans of the brand who enjoyed the convenience and delicious taste of Chicken tonight sauces.
What is Chicken Tonight?
Chicken Tonight is a brand of sauce intended to be added to chicken pieces in a frying pan, available in flavors such as Honey & Mustard, Country French and Thai Green Curry.
Why was Chicken Tonight discontinued?
The exact reasons for the discontinuation of Chicken tonight’s production are not publicly known. However, market factors such as changes in consumer preferences, increasing competition, or production costs might have influenced the decision. 4. Are there any plans to bring Chicken tonight back?
Why did my chicken die?
The chicken’s death might be due to a weak and fragile liver. However, chickens can die for many reasons unrelated to their care, such as cancer, heart attack, or stroke. The only way to know for sure is to get a necropsy. I’m sorry for your loss.
What happened to Chicken Little?
An acorn hit Chicken Little on the head when a gust of wind blew through the trees while he was playing in the road.
Is Chicken Tonight making a comeback?
There have been no official statements or announcements regarding the potential revival of Chicken tonight. As of now, it is safe to assume that Chicken tonight will not be making a comeback in the near future. 5. How long has Chicken tonight been around? Chicken tonight has been a trusted brand in the culinary world for decades.