A range of sausages positioned as "super-premium" offerings is set for a national roll out.
Simply Sausages hit shelves next month and consist of five pork-based varieties: pork sausages and chipolatas with nutmeg, and sausages in apple & acacia honey, Italian herb and smoked bacon and leek flavours.
Made from outdoor reared pork, the sausages are free from artificial colourings and flavourings and will be priced at £2.99 a pack (of six sausages or 10 chipolatas).
They are targeted at consumers who want guarantees about the quality of ingredients and assurance about responsible food production, according to sales and marketing manager Marcus Hoggarth.
"We use only the finest fresh meat, fresh herbs and wholesome ingredients, filled into natural casings."
The Simply Sausages concept was launched by chef Martin Heap at his shop in London's Smithfield meat market back in 1991. Since then, three more Simply Sausages shops have opened in the capital.
"With the support of our chosen gourmet sausage manufacturing partner, we are in a position to ensure the whole of the UK gets a chance to experience Martin Heap's recipes," said Hoggarth.
The range will be available in two of the multiples from the middle of next month and the company is in discussions with other major supermarkets.
"I think the Simply Sausages brand is likely to perform well, but it is going to depend on how they're marketed," said Phil Punter, trading manager for Budgens.
"The quality of the products will deliver for the consumer, but I think it's important for the supplier to communicate the provenance of the brand to find a place in the market."
A six-figure campaign kicking off next month and including sampling and press ads will support the roll out.
Later in the year, the company expects to launch new varieties with seasonal ingredients.