What Happened to Chicken Tonight? The Rise, Fall, and Lingering Legacy of a 90s Kitchen Staple

Remember flapping your arms like chicken wings while singing “I feel like Chicken Tonight”? If you grew up in the 90s, this iconic commercial probably brings back waves of nostalgia. But whatever happened to this once-ubiquitous sauce that had everyone doing the chicken dance in their kitchens?

As someone who practically grew up on these simmer sauces (Honey Mustard was my family’s go-to), I’ve often wondered where this convenient weeknight dinner helper disappeared to. Let’s dive into the saucy history of Chicken Tonight and discover what really happened to this beloved brand.

The Birth of a Kitchen Icon

Chicken Tonight wasn’t always the standalone brand we remember. It was initially launched on October 23, 1990 under Unilever’s Ragú brand in the United States and Canada. The concept was simple yet brilliant a ready-made sauce you could add to chicken pieces in a frying pan for a quick and flavorful meal.

By 1993, the brand had expanded internationally:

• In the United Kingdom, it launched under the Knorr brand
• In Australia and New Zealand, it was marketed under the Raguletto brand

What made Chicken Tonight stand out wasn’t just its convenience but its absolutely unforgettable marketing campaign. The “I feel like Chicken Tonight” slogan accompanied by actors flapping their arms like chickens created one of the most memorable TV commercials of the era. In the UK, they even enlisted football player Ian Wright to appear in their commercials, further cementing the brand in popular culture.

The Glory Days: When Everyone Felt Like Chicken Tonight

During the 90s and early 2000s, Chicken Tonight enjoyed tremendous success, particularly in Europe and Australia. The product hit the sweet spot for consumers looking for quick, tasty meals without much preparation.

The sauce came in various flavors including

• Honey & Mustard (the classic!)
• Country French
• Thai Green Curry
• Tomato Basil
• Sesame Ginger

By 1993, they had expanded to ten different flavors, giving families plenty of options to spice up their weeknight chicken dinners.

The brand was so popular that it even made its way into pop culture. The Simpsons parodied the commercial in the episode “Lady Bouvier’s Lover,” and Australia’s The Late Show created a spoof called “Dickhead Tonight” (yeah, 90s humor was… different). Even America’s Funniest Home Videos got in on the action with their “Iguana Tonight” parody.

Chicken Tonight also pioneered marketing technology in the UK, becoming the first brand to use a red button interactive service in television advertising.

The Beginning of the End

But by the mid-2000s, Chicken Tonight’s fortunes began to change. While still popular in markets like the UK and Australia, demand in the US started dropping significantly. What happened?

Several factors contributed to the decline:

1. Changing consumer preferences – People began gravitating toward fresher, organic, and “all-natural” products, viewing pre-made sauces as overly processed

2. New competitors – The market became flooded with alternative sauce options, many claiming to be healthier or more authentic

3. Failed rebranding attempts – Unilever tried to revamp the brand with new flavors like Chipotle and Modern Chinese, along with updated packaging and marketing. Unfortunately, these efforts didn’t resonate with consumers

By 2011, Unilever decided it was time to cut its losses. They sold the Chicken Tonight brand in the UK to Symington’s (a food manufacturer in Leeds) in a deal worth £30 million. The Knorr branding was subsequently dropped from the product in the UK.

In the same year, Symington’s also acquired the Oceania rights to Raguletto and Chicken Tonight, though these were later acquired by Simplot. By 2019, Unilever had also sold the Chicken Tonight brand in the Netherlands to Zwanenberg Food Group.

Where Is Chicken Tonight Now?

So is Chicken Tonight completely gone? Not exactly. While the American version of the product wasn’t particularly successful, as of 2025, Chicken Tonight is still sold in Australia, New Zealand, the Netherlands, and the United Kingdom.

However, its presence is significantly diminished compared to its 90s heyday:

• In Australia, Simplot offers around 6 flavors
• In the UK, Symington’s has reduced the range to just 3 options

Without the distribution power of a giant like Unilever behind it, the brand struggles to maintain relevance. Many younger consumers have never even heard of Chicken Tonight, and compared to today’s more exotic and specialty sauces, it can seem a bit outdated.

The ALDI Connection: A Surprising Twist

In an interesting turn of events, ALDI shoppers in Australia recently discovered something surprising about their Colway Honey Mustard Simmer Sauce. When comparing it to the original Chicken Tonight version, they found the ingredient lists were almost identical!

This discovery sparked debate about whether both products might be made by the same supplier despite different pricing (the ALDI version costs about $1 less per jar). While ALDI confirmed their sauce is made in Australia like the Chicken Tonight version, they didn’t clarify whether it comes from the same factory.

Some ALDI customers swear they can taste a difference between the two, while others insist they’re practically identical. One shopper commented, “I’ve had both, and can definitely taste the difference. I much prefer the Chicken Tonight one.”

Why Did Chicken Tonight Fall from Grace?

When we look at why such a popular product declined, several factors come into play:

1. Changing Food Culture

The rise of food shows, cooking blogs, and social media created a more sophisticated food culture. Suddenly, pouring sauce from a jar seemed less appealing than creating something from scratch.

2. Health Consciousness

As awareness about processed foods and their ingredients grew, many consumers began avoiding pre-made sauces in favor of fresher alternatives.

3. Market Saturation

The success of Chicken Tonight spawned numerous competitors, saturating the market and diluting its unique appeal.

4. Failure to Evolve

While the brand did attempt to update its flavors and marketing, it didn’t keep pace with rapidly changing consumer tastes and expectations.

The Legacy Lives On

Despite its decline, Chicken Tonight left an indelible mark on pop culture. That catchy jingle and chicken dance remain etched in the memories of millions of 90s kids. The brand demonstrated the power of memorable advertising and how a simple cooking sauce could become a cultural phenomenon.

For those feeling nostalgic, you might still find Chicken Tonight on shelves depending on where you live. And if you’re in Australia, you could always try that ALDI version to see if it satisfies your craving!

Will We Ever Feel Like Chicken Tonight Again?

Could Chicken Tonight make a comeback? While there haven’t been any official announcements about a major revival, food nostalgia is a powerful force. We’ve seen other 90s favorites return in updated forms, so it’s not entirely impossible.

However, to succeed today, the brand would need to address modern concerns about ingredients and health while maintaining that fun, convenient appeal that made it popular in the first place.

For now, Chicken Tonight remains a beloved memory for many and a curious relic for others – a reminder of a time when a simple sauce and a catchy jingle could capture the imagination of consumers worldwide.