Wall’s is making a play for the premium sausage and bacon categories with the launch of a new upmarket range made with 100% British pork.
Wall’s Great British Recipe sausages come in three variants - pork (rsp: £3.19 for 400g and £5 for 667g); Cumberland (£3.19 for 400g) and chipolata (£3.19 for 340g), while Wall’s Great British Breakfast Bacon comes in Wiltshire cured smoked or unsmoked variants (£3.49 for 200g).
The products have started going into Tesco and will hit Asda from Monday (28 April), with the exception of the cured bacon, which will initially be exclusive to Tesco. Brand owner Kerry Foods is also making the range available through its Kerryfresh distribution service.
The lines are all made with UK-sourced pork - the first time Wall’s has gone 100% British on any range. Kerry uses a combination of British and Irish pork in its existing Wall’s ranges.
Brand manager Michael Moore said consumers were increasingly looking for premium sausages, and the heritage of the Wall’s brand made it an obvious candidate for premiumisation.
“Our research showed that the equity and heritage of the Wall’s brand, coupled with the growth in premium sausages, meant this was the ideal time to add a new premium range,” he said.
Kerry has also recently extended its Mattessons brand into sausages for the first time, launching an exclusive-to-Tesco range of three bangers in piri piri, ‘hell fire’ and barbecue flavours.