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19 September 2024
Richmond has unveiled its new Extra Tasty range with the launch of two new sausage products – Signature Pork, and Pork & Caramelised Red Onion – available exclusively across Tesco stores nationwide from 23rd September. It adds to Richmond’s popular fresh, frozen and meat-free offering produced by Pilgrim’s Europe.
Worth over £192m in GB retail[2], Richmond is a heritage brand, known for its expertise in meat and sausages. Its iconic taste, created from a unique blend of herbs and spices, has been loved by families for over 134 years, and its products enjoyed in a third of UK households, by more than 20 million people.
The cost-of-living crisis continues to see consumers cut back on eating out, with 50% of consumers eating out less than they used to, and 73% of meals at home being assembled with various foods assembled to create a meal[3].
Despite staying in to save money, consumers still crave elevated, affordable treats that are a little bit special for relaxed nights in, and recent consumer research has shown that two thirds (66%) of food purchasing decisions are still driven by taste[4]. Spurring a rise in the ‘relaxed adult dinner’ and ‘special dinner together’ occasions[5].
Taste is the no.1 purchase driver in the sausage category[6], and Richmond’s new Extra Tasty range is perfectly placed to tap into this, building on the taste credentials of the Richmond brand. Creating a new tier category in sausages 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[7].
It has been co-created through consumer research and focus groups which showed top scores for purchase intent and regular adoption with family and adult only audiences. The concept also showed strong performance for emotional and rational brand fit, driving increased positivity towards the overall brand.
After passing rigorous testing by experts, both sausages carry the Good Housekeeping Institute (GHI) Taste Approved logo, displayed on-pack. Both products feature the iconic taste of Richmond, with the Signature Pork Sausages is rich in flavour and elevated with classic herbs, while the Pork & Caramelised Red Onion Sausages have a hint of sweetness.
The launch of the new range will be supported by occasion led in-store POS, a social media campaign, and digital OOH.
Chris Doe, Marketing Director at Pilgrim’s Europe, said: “Richmond is a trusted heritage brand that never stands still, priding itself on continuous growth and innovation.
“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.
“We’re confident that this range will build on Richmond’s strong taste credentials, elevate consumers mealtimes, and drive sales in the sausage category.”
[1] Circana 4th August 2024
[2] Circana 4th August 2024
[3] Kantar SON 2024
[4] Kantar SON 2024
[5] Kantar Demand Spaces 2024
[6] Kantar MWB Brand Equity De-brief December 2023
[7] Red C N=1948 Feb 2024