Cranswick is hoping to fill the gap in the market created by the demise of ‘personality brand’ Porkinson sausages with the relaunched Heap’s Simply Sausages range.

The brand, which was originally launched in 1991 and was the brainchild of ‘sausage guru’ and executive chef Martin Heap, is being reintroduced to the mults after three years off shelf.

Following an overhaul, Simply Sausages went into Waitrose last week and Cranswick, which recently acquired the brand, is talking to other retailers about further listings.

Through its close association with Heap, the brand promises to add some personality back into the sausage fixture which has arguably been lacking since Kerry Foods axed Porkinson. “There is a rich story about real food and a real person here that we wanted to bring to life through format and an engaging brand and a way of talking to sausage enthusiasts,” said marketing controller Nick Harris.

The range comprises Smithfield Original No. 1 (with nutmeg and pepper), The Lethal Lucifer No. 666 (containing Scotch bonnet chillies) and The Pork-a-Leekie No. 37 (with Bacon and leeks) and is priced at £2.79 per 400g pack.

The sausages are made from British outdoor-reared RSPCA Freedom Food-approved pork and sold in ‘butcher’s hand’ links of six over a ‘hook’ to “evoke the experience of buying the real deal as they are still sold in the shop today”, said the company.

Their launch is being supported with press ads, a relaunched website and extensive social media. Cranswick is also launching an on-pack competition offering shoppers the chance to meet Heap and learn the art of gourmet sausage-making.

Heap helped to develop Sainsbury’s Taste the Difference sausages, among other own-label ranges.