- Richmond’s Extra Tasty range is an all-new offering, creating a new tier in the sausage category
- 6-packs of the Extra Thick sausages are available exclusively in Tesco stores nationwide for £2.75
- Latest NPD builds on a strong 12 months, which has seen Richmond add £2.3m[1] to its retail value
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 one of Europe’s largest food companies, Pilgrim’s Europe, the new name for Pilgrim’s Food Masters together with Moy Park and Pilgrim’s UK.
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.
Growth of affordable treating
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].
Richmond’s Extra Tasty range
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 consume
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