RICHMOND LAUNCHES NEW THIN CHICKEN SAUSAGES
- Latest development in a growing, successful product range
- Chicken sausages are proving increasingly popular with consumers
- New Thins are just 48 calories a sausage
Kerry Foods, the expert in chilled, is launching new Richmond Thin Chicken Sausages to complement its existing chicken sausages range. Richmond, the nation’s favourite sausage brand, expanded into chicken two years ago with Thick Chicken, before launching a Frozen option last year. The full portfolio is now available across chicken with the original Thick Chicken Sausages, Frozen Chicken Sausages and now Thin Chicken Sausages, mirroring Richmond’s original and popular pork range.
The new Thin Chicken Sausages have been developed to further build the Richmond Chicken Sausage portfolio. Available in a 12 pack, each sausage is just 48 calories, offering consumers a broader range of choice within the sausage category and providing a versatile ingredient for a variety of meals.
Since first launching, Richmond Chicken Sausages have proven to be a hit with consumers. Richmond Chicken now has a Retail Sales Value of almost £3 million and is the second best-selling chicken sausage, with a 15% value share of the chicken sausage category.
Catering to consumer demand
Demand for more choice within meat products is on the rise as consumers seek healthier options, and a broader range to choose from to cater for different lifestyle choices and diets. Health now drives a third of in-home food consumption choice and is worth £20.8 billion in the UK. The new Richmond Thin Chicken Sausages respond directly to consumer demand to see healthier options on shop shelves.
Dawn Spencer, Marketing & Category Director, Richmond said, “Our Richmond Thin Chicken Sausages provide a delicious new format for families to enjoy, coming in at 48 calories per sausage. This new launch supports our ambition to champion chicken and give families additional options to enjoy a leaner, healthier proteins as part of a balanced diet.
“There continues to be a noticeable attitudinal shift towards alternative proteins in sausage, especially chicken sausages and we are excited about this launch. We are feeling incredibly positive about the success it will bring following the positive reaction to our other chicken products with consumers. The full chicken portfolio will help strengthen our master brand and drive further sales for our retail partners.”
The Richmond Thin Chicken Sausage range is available now in Asda stores nationwide and will continue to roll out across the market in 2019 and 2020.
 IRI MarketPlace MAT value to 30/12/18
 Data sources: IRI & KWP w/e 24/03/2019
 Kantar Worldpanel in home consumption 52 we Dec 2018)