Kerry To Relaunch Wall’s In Push For Chilled Food Category Sales

Kerry Foods is repositioning its Wall’s sausage brand, in a move that is set to double penetration in the chilled category in the next four years.  Wall's_Fire_Grilled

The brand, established in 1786, will relaunch with refreshed packaging across the entire portfolio designed to elevate its quality credentials.  At the same time, the iconic thick sausage has been reformulated with 10% higher meat content, enhanced seasoning and a coarser, meatier texture.

Convenience is a key driver for breakfast occasions and this will be a key focus for Wall’s, as it sets about positioning itself as ‘The Convenient Meal Brand Without Taste Compromise’.  The new design is expected to help to elevate the taste and quality cues of the Wall’s Ready Baked Sausages microwaveable range and drive trial amongst consumers.

Also new to the range, launching in end-September, will be the ‘Ready Baked Fire Grilled Cumberland Sausages’. These sausages are baked, coated in a unique glaze then finally fire grilled for an authentic BBQ taste, ready in one minute.

The redesign, which is rolling out in stores during September, will be supported with strategically placed six sheet billboard advertising as well as in-store sampling and money-off coupons.