– 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[1] and the bacon butty is said to be the nation’s favourite sandwich.[2] 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,[3] 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.[4] 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.[5] Richmond has been instrumental in driving this growth, responsible for bringing a huge 350K incremental shoppers into the category in the past year.[6] Richmond also has the highest repeat purchase rate of any brand in the category,[7] 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.
[1] Kantar, Usage, Fresh Bacon Rashers 4 w/e 27th Dec 2020 Rolling
[2] Warburtons Consumer Poll 2020
[3] IRI 52 W/E 01.11.20
[4] Kantar, Worldpanel Division, Usage. Fresh Sausage 52 w/e 27th December 2020
[5] IRI data (excludes Discounters) ending 27th Dec 2020
[6] Kantar Fresh Meat Free Sausage Penetration w/e 24.04.20)
[7] IRI L12wks RSV 25.02.21
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