Sausage brand Richmond has announced it is to enter the frozen ready meals category for the first time this September.
It plans to launch a six-strong range of “high-quality, home-cooked-style dishes,” it said. In addition, the brand is to expand its existing frozen sausage range with three new variants.
Together, the launches will broaden Richmond’s presence in frozen, with the move into ready meals opening a significant new growth opportunity for the brand, while the frozen sausage expansion brings greater flavour and occasion-led choice across family meals, sharing and festive occasions.
The new meals are a Sausage & Mash, Toad in the Hole, Sausage Pasta Bake, Cottage Pie, Sausage Casserole and Sausage Mac & Cheese. These products will roll out across September and October.
The new non-HFSS range has been developed to bring home-cooked-style dishes to the freezer, combining comforting classics and family favourites with the convenience of a ready-prepared meal. The meals were developed and tested with consumers to ensure they met expectations on taste, quality and convenience.
The expanded frozen Richmond sausage range now includes Cumberland Pork Sausages, Dinky Caramelised Onion Sausages and Pigs in Blankets.
The new lines are designed to bring greater variety and occasion-led choice to frozen sausage, where around 73% of SKUs are currently just plain pork or Irish, compared with around 29% in chilled, Richmond said.
The launches will be supported by shopper communications and retailer activity focused on driving awareness and encouraging trial, with broader brand support planned to follow as the ranges build momentum and bring Richmond’s Good Times platform to life across relevant consumer touchpoints.
Lauren Pizey, head of brand for Richmond at supplier Pilgrim’s Europe, said: “We’re focused on providing our consumers with high quality, tasty products that they can depend on to meet their evolving needs.
“Our new frozen meals bring the comfort and quality of home-cooked British favourites into a convenient, no-fuss format. We’ve developed the range in collaboration with Richmond consumers and by understanding what they needed, were able to shape and refine our meals to deliver a menu of delicious dishes.
“At the same time, we’re expanding our frozen sausage range with new flavours and formats, giving shoppers more choice and helping bring greater variety and excitement to the frozen fixture.”
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