• Richmond launches moreish mini format of its popular sausages for the first time
  • The Nation’s Favourite Sausage Brand[1] has announced its newest format to the frozen category, set to launch exclusively in Iceland from 27 October 2021 

Today, Richmond Sausages, a proud part of Pilgrim’s Food Masters and the Nation’s Favourite Sausage Brand[2], has announced an expansion of its frozen range with the launch of Richmond Frozen Cocktail Sausages. The new product will be available exclusively in Iceland from 27 October 2021.

Richmond Frozen Cocktail Sausages will be available in 32-piece packs and marks the brand’s debut into the party food category, offering mini versions of its popular pork sausages for the first time.  With almost 80% of frozen cocktail sausage occasions being at roast dinners or as party food[3], the new launch from Richmond is available just in time for the festive party season and will offer families even more options they can keep in their freezer this Christmas and beyond.

Richmond is a staple in freezers up and down the country, so the launch of Frozen Cocktail Sausages is a natural expansion for the brand as it continues to grow its frozen offerings. The frozen food category has seen rapid growth in the past year and was worth over £7.2 billion in September this year [4]. Richmond’s share of the frozen sausage market has grown to 29% this year, the largest of any brand[5], as shoppers continue to seek out trusted and familiar brands.

The launch follows the success of the brand’s frozen expansion in Iceland in April which saw Richmond introduce three new SKUs in-store including the successful launch of Richmond Sausage Patties, a new format for the brand.

“We’re so excited to once again be expanding our frozen offering in Iceland with the launch of Richmond Frozen Cocktail Sausages, following the success of the dedicated Richmond cabinet in April. Over the last 130 years, our classic Irish recipe has become a family favourite up and down the country. We have used our expertise to craft our delicious Frozen Cocktail Sausages, offering shoppers even more formats from the Nation’s Favourite” said Chris Doe, Marketing Manager at Richmond. “After a year of restrictions, we’re expecting this Christmas to be bigger than ever, and our new Frozen Cocktail Sausages are arriving just in time for the party season.”

[1] IRI Data (Excludes Discounters) 27 Dec

[2]IRI Value Sales, Chilled Sausage (Incl MeatFree), Total IRI MarketPlace, 52 w/e 01 Nov 2020

[3] Kantar, Worldpanel Division. Frozen Cocktail Sausage, 104 w/e 13th June 2021

[4] Kantar Total Frozen 52 w/e to 05.09.21

[5]  IRI Frozen Sausage 52 w/e 08.08.21 

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