Richmond debuts in the snacking category with the launch of Richmond Minis

Today, Richmond, a proud part of Pilgrim’s Food Masters, announces the launch of its ready-to-eat Richmond Minis sausages, the brand’s first foray into the snacking category. The new product will launch in Asda on 21 March with further rollout across grocery and convenience from May 2022. 

The launch of Richmond Minis will offer shoppers the chance to snap up the Nation’s Favourite sausage as a tasty snack both at-home and on-the-go. Covid-19 has evolved snacking habits as shoppers look to the fridge as the heartland of healthier snacks. As a result, meat snacking has grown by 27.1%. As retailers start stocking up for the summer season, Richmond Minis will help stores to drive sales in this burgeoning sector, offering the most-loved pork sausages in a snacking format.  

Cocktail sausage consumption has doubled year-on-year, yet the category is currently dominated by own label, presenting a huge opportunity to grow the sector through branded alternatives. Taste is a key driver within the cocktail sausage category, with 68% of shoppers consuming cocktail sausages based on flavour expectations. 

Richmond has proven its credentials in this area; 76% of Richmond shoppers consume the brand based on its iconic taste. The seasoning of Richmond Minis replicates the recipe of the brand’s original pork sausages so stores can be reassured the product will be a hit with Richmond fans. Richmond Minis are oven baked, offering a healthier option for consumers versus the typically fried alternative in market. 

“We’re constantly looking at ways to evolve our range in response to consumer needs, so we’re delighted to be launching the Nation’s Favourite sausage in snack format with the introduction of Richmond Minis,” says Chris Doe, marketing manager at Richmond. “We’ve been making sausages for over 130 years, and we’ve put all our sausage expertise into launching our Richmond Minis. In a blind taste test with consumers, our Richmond Minis were an instant hit, with a superior taste that was recognisably Richmond. We know that fundamentally Richmond shoppers love our sausages, so it makes sense that our debut in the snacking category is with a ready-to-eat pork sausage. We are confident Richmond Minis are going to be a hit with families across the nation.” 

Currently 15% of consumers cross-shopping across Richmond and meat snacking, so the launch of Richmond Minis is a natural expansion for the brand. The launch gives retailers the opportunity to unlock further growth through recruiting Richmond shoppers into the meat-snacking category with a brand they know and love.  

The new range will be launching in three formats, including a 225g Grazing Tray, 90g Grab Bag and 63g Meal Deal SKU, catering to a range of consumer snacking habits.  

Richmond will be launching its Richmond Minis with a bang, supporting the new launch through the line. The campaign will run across VOD, social and in-store activations to drive awareness and trial.