Richmond has broken into the cooked meats snacking category with the launch of ready-to-eat Richmond Minis sausages.
Brand owner Pilgrim’s Food Masters said the new product would be available in Asda on 21 March, with a further rollout across wider grocery and convenience nationwide from May.
The NPD will be available in three formats: a 225g Grazing Tray, a 90g Grab Bag and a 63g Meal Deal SKU (rsp: £2.29 and £1 respectively, while the Meal Deal line will also cost £1, or 70p when redeemed in a deal).
The seasoning of Richmond Minis replicated the recipe of the brand’s original pork sausages, the brand said. The sausages were also oven baked rather than fried to offer a healthier option to consumers.
Targeted at snacking occasions both at home and on-the-go, the new range was a response to a 27.1% value increase in the meat snacking category last year, Richmond said [Kantar 52 w/e 23 January].
Cocktail sausage consumption had also doubled over the past year, it added [based on retailer loyalty card data], but with the category currently dominated by own label, there was a “huge opportunity to grow the sector through branded alternatives”.
“We’ve been making sausages for over 130 years, and we’ve put all our sausage expertise into launching our Richmond Minis,” said Chris Doe, marketing manager at Richmond.
“In a blind taste test with consumers, our Richmond Minis were an instant hit, with a superior taste that was recognisably Richmond. We know that fundamentally Richmond shoppers love our sausages, so it makes sense that our debut in the snacking category is with a ready-to-eat pork sausage.”
The launch of the range will be supported with a marketing campaign across VOD, social and in-store activations to drive awareness and trial.
It follows a move by Richmond rival Heck into the cooked meats category last May, with the launch of its Bangin’ Bites range.
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