Kerry Foods has launched Richmond Meat-Free Sausages. This marks a significant innovation for Richmond, a renowned sausage brand expanding into the meat-free market for the first time.
The Meat-Free market is expanding in the UK, set to be worth over £1.1bn by 2023 according to Mintel[2], but Kerry says many consumers are dissatisfied with the current meat-free products available. A total of 4.4 billion meat-free dinners were consumed in 2018, an increase of 150 million meals compared to the year before[3] demonstrating, says Kerry, the need for retailers to ensure they’re offering a broad range of meat-free options.
Based on qualitative research and category insights, the new product will sit predominantly alongside the existing Richmond Pork and Chicken ranges in store, benefiting from the foot traffic driven down these aisles. To support retailers with the launch Richmond will be working with retailers on clear signposting and marketing materials to ensure all shoppers are aware of the whole range.
Dawn Spencer, director, Kerry Foods, said: “We know how much people love our sausages – we’re the Nation’s Favourite. But increasingly consumers are looking for a broader range of options to choose from, and this includes alternatives to meat. Richmond is one of Kerry Foods’ longest-standing brands, but we’re constantly looking for ways to innovate and meet the demands of consumers. We’re confident people will love our Meat-Free Sausages just as much as our core ranges, making this a must-stock for retailers looking to appeal to families looking to try something new in their weekly shop. Our complete range of sausages ensures we are bringing families together at mealtimes, helping them create one meal with different options for all dietary preferences.”
The continued expansion of the Richmond portfolio follows a successful move into Chicken last year. Chicken Sausages have been incredibly popular with consumers since launch and now have a RSV of £3.3 million and are the second best-selling chicken sausage, with a 15% value share of the chicken sausage category[4]. Richmond Meat-Free marks a continued commitment from the brand to diversify and progress the sausage category, offering more choice to consumers.
Richmond Meat-Free Sausages are made from a soya-based protein and contain 57.5 calories per sausage. The Richmond Meat-Free Sausages will be rolling out in retailers from the end of the month with an RRP of £2.50 for a pack of eight.
[1] IRI MarketPlace MAT value w/e 11.08.2019 | [2] Mintel 02.11. 2018 | [3] Kantar Worldpanel 05.02.2019
[4] Data sources: IRI & KWP w/e 24/03/2019
- Don't forget: UK Sausage Week runs from 28th October - 3rd November 2019. More information can be found at www.uksausageweek.com
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
