Wall’s is slashing the salt and fat content of its sausages as part of an £8m overhaul of the brand that will include revamped packaging, a new logo and recipes.

In a bid to reposition Wall’s as a ‘quality’ family brand, it is replacing the existing Standard and Favourite Recipe ranges with a new Finest Cuts range. From next week, the sausages will contain 25% less salt and 6% less fat.

The recipes have also been improved, with the sausages now containing only shoulder and belly pork. They come in butchers’ style brown paper packaging with a new logo, both of which are designed to highlight the brand’s heritage and tradition.

The move will be supported by a new ad campaign from next month. The iconic talking dog character has been ditched from the TV campaign. Other marketing includes radio, press and online.

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