Richmond Sausages today announces it is expanding its portfolio with the launch of Richmond Meat-Free Frozen Sausages and Richmond Meat-Free Sausages in Twin Pack format.
- Richmond Meat-Free Frozen Sausages: launched into Tesco this week in a pack of eight, it’s perfect for family mealtimes and will help retailers to tap into the already popular Frozen Meat-Free category – growing 18% in value and 4% in volume this year.
- Richmond Meat-Free Sausages in Twin Pack: Set to launch into Tesco and ASDA in June, the Twin Pack (16 sausages per pack) will help retailers cater to larger families and offer shoppers greater value.
The news follows a hugely successful launch into the meat-free category last year. Richmond Meat-Free Sausages has since become the second best-selling meat-free product in the market with £1.7m RSV – equating to 10% of the meat-free sausage category in just six months.The range has also brought new shoppers into the brand, with 4.4% of new Richmond shoppers exclusively buying Richmond Meat-Free. These new shoppers are also staying with the brand, with Richmond Meat-Free Sausages seeing the second highest repeat rate in the category. The new range has also helped to grow the meat-free sausage market more broadly, adding a significant 90,000 new shoppers to the category.
The demand for meat-free foods is growing immensely – consumption was up 30% from 2017 to 2019, yet this increase was largely driven by non-vegans (82%). Richmond Sausages’ Meat-Free range aims to tap into these ‘meat-moderators’ and allow retailers to offer shoppers a wide range of proteins for family mealtimes, making them perfectly placed to capitalise on the growth within the category.
Victoria Southern, marketing and category director at Kerry Foods, says: “We’re really excited to be building upon the strong growth of our Meat-Free range to date by introducing two brand new formats to help retailers make the most of the demand for plant-based products. As the Nation’s Favourite sausage brand, we’re committed to bringing families together at mealtimes with great tasting food – and meat-free options that don’t compromise on delicious taste or succulent texture. To really make the most of this trend, it’s vital retailers offer a variety of meat-free formats to suit different occasions and consumer needs – whether that’s getting the freezer stocked for an upcoming family BBQ or making a round of breakfast baps with our new twin pack.’’