Andrew and Debbie Keeble’s Harrogate Sausage Company (HSC) has secured a major listing with Waitrose for its new skinless sausage.
The sister brand to the Keebles’ Heck range was launched last year with the strapline “no stunts, no gimmicks, just plain Yorkshire goodness”, and won listings at Yorkshire branches of Asda, Morrisons and Tesco.
The new skinless variant will go on sale nationally later this month in 200 Waitrose stores (rsp: £2/340g), representing HSC’s first foray outside its Yorkshire heartland.
The launch will enable HSC to tap into the rapidly growing mid-tier sausage market against competitors such as Wall’s and Richmond, said MD and founder Andrew Keeble.
Keeble said the product was designed to appeal to families and more traditional sausage shoppers, particularly children who might prefer the texture of a sausage without the skin. He added that the sausage contained 65% British lean pork shoulder – compared with an average of 43% meat from EU sources by competitors – with the only additions to the HSC recipe consisting of seasoning, breadcrumbs, herbs and natural preservatives.
“We’ve seen so many stories in the news about meat sourcing, with horsemeat and other scandals,” he said. “But The Harrogate Sausage Company is all about making sensibly-priced sausages the traditional way, with no fancy gimmicks.”
“The Harrogate Sausage Company offers great value British sourced quality without compromising on ethics - something core to the Waitrose customer,” said Waitrose Pork Buyer Samantha Douglas.