Breadings are more than just a coating – they add colour, flavour and texture to fried food. But what makes a quality breading? How do regional variations influence which products to use? And how should they be applied to achieve the best results?
Fried chicken has seen a remarkable surge in popularity across the UK, which is evident in the rapid expansion of major brands on the high street.
While KFC remains the dominant force with over 1,000 locations and an annual turnover nearing £300 million, American brands continue to spread their wings too. Dave’s Hot Chicken, for example, which operates 200 outlets in the US, made its UK debut in London in December, while fast-casual chain Wingstop plans to expand its footprint by a third, adding more than 20 new sites in 2025. Set for even more aggressive growth is Popeyes which, in addition to the 65 outlets it currently operates across the UK and Ireland, aims to open nearly one new restaurant per week this year.
Why the boom?
The ongoing cost-of-living crisis has made affordable meals out more attractive, and fried chicken fits the bill perfectly. Additionally, the perception that white meat is a healthier choice — despite being deep-fried — has helped drive demand.
For fish and chip shops, adding fried chicken to the menu can be a smart move. Dave Carpenter, account manager at Kerry Foods, which supplies the Chicken Train range of breadings and marinades, explains: ”Chicken-coated products have seen massive growth over the last seven years. They attract a younger demographic, offer great profit margins, and are hassle-free to prepare while travelling well for delivery.”
Dave recommends starting by open-frying chicken in a frying range. “While large bone-in joints are best avoided, mini fillets, chicken fillets, and wings are ideal for open frying. With modern oil filtration systems, chicken can be open-fried without compromising oil quality.”
Breading matters
Beyond the type of chicken used, the breading plays a crucial role — it’s often said to be more important than the chicken itself, delivering both flavour and texture.
Stelios Theocharous, managing director at ingredients supplier Ceres, emphasises the key qualities to look for: “You want a breading that is tasty, easy to use, contains minimal allergens so everyone can enjoy it, and is made to a high-grade recipe to ensure crispiness.”
Wayne Campbell, regional manager at Middleton Foods, which offers the Rooster’s range of chicken breadings, marinades and seasonings, takes it a step further, highlighting the role of breading in brand identity. “Ultimately it’s the breading that makes a business stand out in the market. It gives an identity to that chicken outlet that will attract customers day in day out and get people talking about the quality of food available at that shop.”
The right breading
Finding the right breading depends on personal preference and business needs. Wayne explains: “Choosing a chicken breading, whether it be a branded product or a bespoke recipe, is one of the most important aspects in the type of flavour an operator presents to their customers. Generally a business owner will have an idea of what they want from a breading. At Middletons, we have the skills, people and technologies to advise and build a breading which will work in their business. — whether it’s lower salt, a deeper peppery taste, or more herbs and spices.”
Regional variations also play a role in breading preferences, says Kerry’s Dave Carpenter, adding: “In the South, we sell more of our traditional Chicken Train’s Original Breading but in the North, customers prefer a lighter, crispier breading so go for our Chicken Train Light & Crispy.”
Flavour profile is equally important and whereas a few years ago, the choice of breadings was limited to “original” or “southern fried” now there are a whole host of products to suit different spice and heat levels – especially at the hotter end of the market. For a spicy kick, Chicken Train Hot Double Breading is a great option, especially for wings, adding variety and boosting profit margins. While Middletons recommends using Rooster’s Hot Wing Marinade before double coating chicken in a fiery Rooster’s Hot Double Breader for a crunchy, kicking experience which adds to a better consumer experience. Likewise, Rupert’s Ingredients has a Ex-Hot Breader among its range of breadings, marinades and seasonings to meet the growing demand for hotter flavour profiles.
If you’re craving more heat, you could take Middletons up on its Hot Wing Challenge, based around its new Hot Dipping Sauce developed from a specific trend in the Northeast where it says there is a demand for extra flavour and heat. Area sales manager Lee Woodward explains: “We have worked with chicken shops in this area to develop our new Hot Dipping sauce which when combined with our pre-fry marinade and spicy breading the result is a game-changer for flavour enthusiasts.
“The fiery hot and spicy dipping sauce complements the Middletons marinades and breadings so well we have used it to create our Hot Wing Challenge this year. If you think you can take the heat come along, meet the team and take the challenge!”
For a lighter alternative, Ceres’ Alpha Coater provides a crisp coating instead of traditional breading. Its neutral seasoning enhances the natural taste of the chicken or complements marinades, letting their flavours come through. Formulated with high levels of amylose for lasting crunch, it’s free from artificial flavours, colours and common allergens, making it suitable for a range of dietary needs.
Also falling into the coating category rather than breaders is Funnybones’ Dunn’s River Fry Mixes. Peppered with subtle Caribbean flavours to add an international depth to fried food, they simply require mixing with water and they are ready to use. Tom Styman-Heighton, development chef at Funnybones Foodservice also has a novel idea, adding: “Beyond taste, operators could enhance texture and presentation by using crushed tortilla chips as a coating. This has the added advantage of being easily adaptable for gluten free diners.”
Application
How breading is applied can make a significant difference to the final product. One key technique used across the industry is mil dip— a liquid pre-coating that improves adhesion, enhances crispiness, and reduces oil contamination.
For a chicken offering that sets you apart, Kerry Foods’ Dave Carpenter shares a trade secret, explaining: ”For a premium product, double-dipping is the way to go. That means mil dip, breading flour, mil dip, breading flour — then fry.”
With fried chicken’s popularity continuing to soar, having the right breading and application techniques can help businesses stand out in an increasingly competitive market. Whether it’s a classic Southern-style crunch or a spicy twist, tailoring breading to your brand’s identity can drive customer loyalty and boost profits.
