Richmond, the sausage brand owned by Pilgrim’s, has unveiled its new ‘Extra Tasty’ range, which offers two variants – Signature Pork and Pork & Caramelised Red Onion.
Available exclusively in Tesco from 23rd September in 6-packs (RRP £2.75), they add to Richmond’s existing fresh, frozen and meat-free sausage offerings.
The brand noted that despite people staying in to save money in the wake of the cost of living crisis, they still crave “elevated, affordable treats that are a little bit special for relaxed nights in”. Taste is the main purchase driver in the sausage category, and Richmond’s new Extra Tasty range aims to tap into this.
Richmond stated that it is creating a new tier in the sausage category that is accessible to all and caters to the rise of affordable treating across mealtime occasions. The new launches are expected to drive 36% purchase incrementality to the sausage category.
After passing testing by experts, both sausages carry the Good Housekeeping Institute (GHI) Taste Approved logo, displayed on-pack.
The launch of the new range will be supported by in-store POS, a social media campaign, and digital OOH.
Chris Doe, Marketing Director at Pilgrim’s Europe, said: “The launch of our new Extra Tasty range is our biggest NPD announcement of the year. It creates an entirely new tier in the sausage category to meet the growing consumer appetite for bold, delicious flavours while offering an affordable way to elevate every at-home mealtime experience.”
