– Richmond continues to build on success of its Meat-Free range, offering retailers the meat-free alternatives shoppers want to see on shelves
– Richmond Meat-Free Smoked Bacon Rashers will be launching in shops this May
Richmond, a proud part of Kerry Foods, has today announced a ground-breaking expansion to its already popular Meat-Free range with the launch of Richmond Meat-Free Smoked Bacon Rashers. The new SKU, launching next month, gives retailers an exciting opportunity to stock a meat-free version of a family mealtime staple that truly looks and tastes delicious. Richmond Meat-Free Smoked Bacon Rashers will help retailers to expand their meat-free range with the products shoppers want and entice even more families to try meat-free.
Bacon is a family favourite at mealtimes and a staple at the breakfast table. On average there are 109 million bacon occasions every single month and the bacon butty is said to be the nation’s favourite sandwich. However, shopper sentiment around meat-free bacon products currently on the market is that they fail to deliver on the elements that make its meat counterpart so popular: crispiness, flavour and texture. As the meat-free category, now worth £534m, continues to grow, so too does consumer expectation of products to deliver the same experience as with meat. Richmond identified a clear gap in the market for a meat-free offering that truly mimics bacon and can easily be swapped into family favourite recipes.
To cater to consumer demand and help retailers to drive sales within the meat-free category, Richmond has used all its meat-free knowledge to create a meat-free bacon alternative that tastes, looks and feels just like bacon. With a taste profile that is mild and non-polarising, families can be assured it will go down well with everyone at the dinner table. Available in a pack of eight rashers Richmond Meat-Free Smoked Bacon Rashers are the ideal pack size for the family.
As interest in the meat-free category increases, taste is a growing driver, up 10% year-on-year. Richmond, as a trusted family brand, has recognised the demand for more meat-free options that the whole family can enjoy, with flavours that are universally loved and at a price consumers can buy into regularly. In addition, health continues to be a key consideration for families and is the number one driver when purchasing meat-free products. With this in mind, Richmond Meat-Free Smoked Bacon Rashers have higher nutritional benefits than traditional bacon. The product contains fewer calories, and less salt and fat making it a great option for families looking for healthier options that both kids and adults will enjoy.
The latest launch allows retailers to tap into the growing meat-free category that continues to go from strength to strength – doubling in size over the past five years. Richmond has been instrumental in driving this growth, responsible for bringing a huge 350K incremental shoppers into the category in the past year. Richmond also has the highest repeat purchase rate of any brand in the category, demonstrating its power to both attract and retain shoppers. The launch of Richmond Meat-Free Smoked Bacon Rashers gives retailers even more opportunity to tap into family mealtime occasions with a brand they can be assured shoppers will buy into.
“Bacon is a British family favourite, beloved at breakfast time – so we wanted to create something that mimics its meat counterpart and, most importantly, tastes amazing, giving shoppers a meat-free alternative they can rely on,” says Victoria Southern, Category and Marketing Director at Kerry Foods. “This launch is such an exciting milestone for us as a brand as we continue to develop meat-free products that directly cater to the demands of families and support retailers in expanding their ranges in store.
“Our Meat-Free portfolio has already proved to be a runaway success with shoppers, driving the meat-free category forward. We’ve worked incredibly hard and used all our expertise to develop a meat-free bacon that delivers on texture, flavour and crispiness, all of which are key sensory profiles that make bacon such a firm family favourite. We know families are always on the lookout for tasty, go-to options they can rely on for a thumbs up around the table, and we’re confident this launch will encourage even more shoppers to try plant-based versions of their favourite meals. No one can resist a classic bacon sandwich and now it’s possible to have a meat-free option that genuinely looks and tastes great!”
This latest launch builds on the success of Richmond’s Meat-Free range which now includes Richmond Meat-Free Sausages, Richmond Meat-Free Burgers and most recently, Richmond Meat-Free Mince and Meatballs. Richmond Meat-Free Smoked Bacon Rashers highlights the brand’s innovation and dedication to providing shoppers with a range of meat-free products that can be easily swapped into their favourite meals.
To support the launch of Richmond Meat-Free Smoked Bacon Rashers, the brand is investing in an integrated campaign worth £3.5m, demonstrating its commitment to driving awareness of its Meat-Free range. The campaign, with bursts from June will include TV, Social and a shopper campaign to help drive awareness.
 Kantar, Usage, Fresh Bacon Rashers 4 w/e 27th Dec 2020 Rolling
 Warburtons Consumer Poll 2020
 IRI 52 W/E 01.11.20
 Kantar, Worldpanel Division, Usage. Fresh Sausage 52 w/e 27th December 2020
 IRI data (excludes Discounters) ending 27th Dec 2020
 Kantar Fresh Meat Free Sausage Penetration w/e 24.04.20)
 IRI L12wks RSV 25.02.21