– New innovation marks the first time Richmond has expanded into the Meat-Free market with intention to cater to diversifying needs
– Richmond Meat-Free Sausages cater to the whole family and are ideal for those looking for more choice at mealtimes or to moderate meat consumption
– The new range will start rolling out in retailers later this month
Kerry Foods, the expert in chilled foods, is launching new Richmond Meat-Free Sausages. This marks a significant innovation for Richmond, the Nation’s Favourite sausage brand[1] expanding into the Meat-Free market for the first time, highlighting Kerry Foods’ ambition to continue evolving its range to respond to differing consumer needs.
Richmond has more than 100 years of experience in making sausages, and in that time has developed a deep understanding of its consumers and the overall sausage market. The launch of Richmond Meat-Free Sausages is a natural expansion of the portfolio in response to an increase in people looking to reduce their meat consumption – helping to make Richmond Sausages accessible to everyone in the UK.
The Richmond Meat-Free range has been created to cater to existing Richmond customers as well as those who may be new to the brand. Richmond Sausages are renowned for their unique taste and texture, so the Meat-Free range has been created with both in mind: the new range looks and tastes just like a Richmond Pork Sausage, right down to the crispy skin fans love. Throughout the innovation process Richmond has drawn on its expertise as the Nation’s Favourite sausage brand to create the perfect Meat-Free sausage that doesn’t sacrifice on great taste or texture. This means the Meat-Free Sausages can easily be used in the place of a meat product, making it a simple swap for consumers.
The Meat-Free market is booming in the UK, set to be worth over £1.1bn by 2023 according to Mintel[2], but many consumers are dissatisfied with the current Meat-Free products available. More people than ever are looking to broaden their dining options and are consequently opting for alternatives to meat. In fact, 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 the need for retailers to ensure they’re offering a broad range of meat-free options.
Richmond Meat-Free Sausages cater both to consumers that want to moderate their meat consumption and those looking for more choice and to add more recipes to their repertoire. 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, says:
“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.
