Richmond has announced the expansion of its meat-free portfolio with the launch of Veggie Tasty, a new sub-range of veggie-based sausages.
The sausages are made from 42% vegetables including broccoli, carrot, sweetcorn and peas, along with Richmond’s “iconic seasoning blend”.
They are also high in protein and fibre, and promise to offer consumers a “product with a cleaner, more natural ingredient deck”.
The range launches into retailers from December with a frozen line set to launch in March.
The chilled Veggie Tasty sausages come in eight-pack formats, while the frozen range will be available in packs of 12.
It follows in the footsteps of other major plant-based brands which have launched “cleaner ingredient deck” products, including This with its This Is range launched in April and Quorn removing artificial ingredients from core lines.
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“The launch of Richmond Veggie Tasty is an important step for us and aligns perfectly with the growing demand for more natural, vegetable-based products,” said Lauren Pizey, head of brand at Richmond owner Pilgrim’s Europe.
“Our new range gives shoppers an accessible vegetable-based alternative, while maintaining the quality and taste Richmond is known for,” she added. “At Pilgrim’s Europe, we remain committed to developing products that resonate with families and make it easier to enjoy meat-free meals together.”
The brand said the range builds on its success in both fresh and frozen categories.
The launch will be supported by a nationwide OOH campaign and social media advertising.
The campaign is designed to “maximise visibility, educate consumers on Veggie Tasty’s flavour offering, drive incremental trial and strengthen Richmond’s position as the UK’s leading sausage brand”.
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