– Available in Asda now and in Sainsbury’s from 21st April

– The new products follow the success of Richmond Meat-Free Sausages and Burgers             

Richmond, the Nation’s Favourite Sausage brand[1], today announces the expansion of its popular Meat-Free range with the launch of Richmond Meat-Free Mince and Richmond Meat-Free Meatballs. The launches are further evidence of Richmond’s commitment to offering a range of great-tasting, fuss-free and accessible meat-free options that the whole family will enjoy. Richmond Meat-Free Mince and Richmond Meat-Free Meatballs are available in Asda and will be launching in Sainsbury’s on 21st April.

Richmond Meat-Free Mince and Richmond Meat-Free Meatballs allow retailers to tap into even more family mealtime occasions and encourage shoppers to try plant-based products. Both new launches have been designed to mimic the taste and texture of beef and are mildly seasoned to ensure they appeal to adults and kids alike – even the fussiest eaters. Both Richmond Meat-Free Mince and Richmond Meat-Free Meatballs are Vegan & Vegetarian Society approved and are available in affordable family-sized packs at 335g and 352g, respectively.

The growth in the meat-free category shows no sign of slowing; the category is now worth £534m, up 30% compared to 2019.[2] Richmond Meat-Free Mince and Richmond Meat-Free Meatballs allow retailers to capitalise on this opportunity by stocking meat-free alternatives that cater directly to the growing number of households looking for meat-free swaps in their favourite meals like lasagne or spaghetti with meatballs.

As the meat-free sector continues to grow the Richmond Meat-Free range has proven to be instrumental in introducing new types of shoppers to the category, in turn helping retailers to increase sales. The brand’s success in the meat-free sector has been a direct result of enticing families to try plant-based foods with accessibly priced products that genuinely taste great. The two new launches will continue driving this growth, benefiting from Richmond’s position as a brand that shoppers can trust to offer foods that are approved of by both adults and kids.

“We know the meat-free market is booming but we’re seeing a real opportunity for growth in shoppers who are looking for affordable, delicious meat-free food to slot into family favourites – that they know will result in clean plates all round,” says Victoria Southern, Marketing and Category Director at Kerry Foods. “We’ve been blown away by the success of our Richmond Meat-Free range so far and are using this momentum to help retailers offer even more choice at mealtimes and recruit new shoppers to the meat-free category. We know what’s most important to families is food that looks and tastes great and caters to everyone. The launch of Richmond Meat-Free Mince and Richmond Meat-Free Meatballs is a natural expansion of the range as we continue to champion bringing people together at mealtimes.”

Richmond first launched into the meat-free sector late in 2019, and has since taken the category by storm, becoming the third biggest brand in the entire meat-free category.[3] Richmond Meat-Free Sausages are the number one best-selling SKU in the meat-free category by rate-of-sale[4] and the third best-selling sausage in the entire category – across both meat and meat-free.[5] Now, the brand is offering retailers even more delicious meat-free options to cater to families, having successfully expanded beyond sausages for the first time last year with Richmond Meat-Free Burgers. The launch of Richmond Meat-Free Mince and Richmond Meat-Free Meatballs is a natural development for the brand as part of its ongoing mission to become a family mealtime staple.

To coincide with the launch of Richmond Meat-Free Mince and Richmond Meat-Free Meatballs, Richmond will be launching a £3.5m marketing campaign across TV, Video-On-Demand and Social. The creative will showcase the 100% Richmond taste credentials whilst highlighting the brand’s expansion into new Meat-Free meal components.

Richmond is part of Kerry Foods, which is committed to launching high quality products that consumers can trust to taste great. In 2020, Kerry Foods was in the top five manufacturers for branded innovation with 15% of its sales driven by new products.[6] The launch of Richmond Meat-Free Mince and Richmond Meat-Free Meatballs is testimony to this ambition to continue innovating and helping retailers offer products shoppers will love.

[1] IRI MarketPlace MAT value to 30/12/18

[3] IRI L12wks RSV 25.02.21

[4] IRI 12 we 24.01.21

[5] IRI Value Sales 12wks to 24.01.21

[6] Kantar FMCG purchase panel, to 27th December 2020 – filtered to Branded products

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