Pilgrim’s Food Masters-owned brand Richmond is moving into the meat-free snacking market with its ready-to-eat ‘Minis’.
The product is based on the brand’s leading Meat-Free sausage but in a new, snackable format. The innovation launched in Waitrose this week, with rollout across Sainsbury’s, Tesco and Asda to follow. They come in a resealable tub format (162g) with an RRP of £2.50.
Richmond Meat-Free Minis are claimed to be a healthier alternative to ambient snacks such as crisps or confectionary, being low in fat, salt and sugar, and high in protein.
“We are thrilled to be adding yet another exciting addition the Richmond Meat-Free range, disrupting the status quo in meat-free snacking,” said Chris Doe, Marketing Controller at Pilgrim’s Food Masters.
“Our loyal Richmond customers have been asking us for a meat-free snack that delivers on taste and texture – where our competitors often fall flat – because they trust us to deliver in meat-free. We’re confident Richmond Meat-Free Minis fit the bill for a snack that tastes great, looks delicious, is a healthy option and not only that, is suitable for vegans too. As the meat-free snacking category begins to flourish we want to be front and centre of that growth, catering to all meat-free occasions. And given our track record in this space, retailers can rely on us to deliver strong sales.”
The launch will be supported by a digital OOH and targeted social campaign, running across June and July, alongside city centre sampling.
