The soaring demand for easy and hygienically-prepared foods among the urban middle class is pulling in large investors to the processed chicken and ready-to-cook frozen foods sector, industry operators said.

Local poultry giant Kazi Farms recently entered the segment to grab a pie of the Tk 150-crore market that is growing by more than 20 percent a year.

Pran, a processed food conglomerate, and Abdul Monem Ltd, an infrastructure contractor and ice cream giant, are also queuing up to make a foray.

"People's lifestyles are changing due to their rising incomes and higher economic growth of the country. As our mother company is already in the poultry business, we believe, we can better meet our consumers' demand for quality and hygienic foods," said Md Arifur Rahman, head of sales at Kazi Food Industries Ltd, a concern of Kazi Farms Group.

Kazi, with its strong presence in poultry breeding and feed market, is entering the market as part of its plan to expand business and provide hygienically prepared and safe chicken-based foods to consumers, he said.

"People's food habits are changing and they now want their food ready quickly."

The company plans to reach consumers in major cities through retail outlets and by opening franchise stores under the brand name of Kazi Farms Kitchen.

So far, Kazi has opened nine stores in Dhaka, with plans to open 30 across the county this year, he said.

The company collects chicken from its own farm at Dohazari in Chittagong, Rahman added.

The leading poultry industry players already operating in the frozen snacks and fried chicken segments include CP Bangladesh, a sister concern of CP Group Thailand; Aftab Bahumukhi Farms, and Brac.

Transcom Foods Ltd, a unit of Transcom Group, has been operating KFC (Kentucky Fried Chicken) chain in Bangladesh since 2006. KFC is a subsidiary of Yum! Brands, an American fast food company.

Aftab Bahumukhi Farms is preparing to rebrand its processed chicken and snacks, said Fazle Rahim Khan, the company's managing director.

"The market has been growing for the last ten years, but it gained momentum in the last two-three years due to an increase in the number of operators and people's rising interest in convenient foods."

Taskin Choudhury, business development manager at Abdul Monem Ltd, said they have already acquired the machinery required to prepare frozen food and fry chicken and these are in the process of installation.

"One of our strengths is a cool-chain facility that is vital for this segment. We will cater to the domestic market, but we are mainly interested in exports."

Kamruzzaman Kamal, director (marketing) of Pran-RFL, said the company has also started marketing frozen snacks, such as paratha under the brand name 'Jhatpat'.

"People are getting busier. So there is prospect."

Pran is yet to enter the processed chicken segment. "But we have plans because it has both domestic and export market potential."