- The new range will launch in Iceland this month followed by further roll out across Grocery
- The Frozen Ready Meals will be available in two family favourite dishes: Sausage and Tomato Pasta and Sausage Casserole
- The new format will allow the Nation’s Favourite Sausage Brand[1] to cater to more family mealtimes
Richmond Sausages, a proud part of Kerry Foods, has today announced it is to launch Frozen Ready Meals, branching into the sector for the first time. The new range, launching in a 1.4kg format, serving four, will include two family mealtime favourites: Sausage and Tomato Pasta and Sausage Casserole. Richmond Frozen Ready Meals will be launching this month into Iceland, followed by further roll out across Grocery.
Sausages are a dinnertime staple, being the fourth biggest share of all family evening meals, equating to 1.2bn sausage occasions each year.[2] As a brand, Richmond Sausages has been delivering delicious meals since 1889, becoming a household family favourite, with 9.1m buyers nationwide.[3] During this time, Richmond has developed a deep understanding of its consumers and the overall sausage market.
As the Nation’s Favourite Sausage Brand,[4] Richmond has already seen huge success in the frozen category, with its Pork, Chicken and Meat-Free Sausages all being available in frozen format, equating to a RSV of over £23m[5] and a 17.8% share of the frozen sausage category.[6] The new launch of Frozen Ready Meals allows Richmond to expand its sausage offering and continue to tap into more family mealtime occasions. In turn, enabling retailers to provide a range of family favourite options, that are quick and easy to prepare.
Richmond Frozen Ready Meal’s tap perfectly into changing consumer habits as a result of Covid-19, with 103m more at home evening meal occasions per week, up 23% compared to last year.[7] What’s more, the frozen category is booming, now worth £6.7bn and growing at 6.1% year on year.[8] Covid-19 has further driven appeal, with sales up 16.1%.[9] The new range will allow retailers to offer more choice within their frozen section, with a brand consumers already know and love.
Both Frozen Ready Meals will be available in 1400g, serving four, making it perfect for family mealtimes and tapping into the growing trend of quick family meals – an occasion which has seen growth of 21.6% compared to last year.[10] Richmond Frozen Ready Meals will be further rolling out 400g meals in 2021 to provide single serve options.
Victoria Southern, Category & Marketing Director, at Kerry Foods says: “At Richmond we’ve been making sausages for over 100 years and during that time we’ve become the Nation’s Favourite Sausage Brand.[11] Over the past year, we’ve worked hard on innovating our offering to ensure we can cater to a whole variety of mealtime occasions. Following our successful expansion into Chicken and Meat-Free Sausages, we’re excited to go one step further and launch our new Frozen Ready Meals range. We know the frozen category is booming and as consumers’ lives get busier, convenience has become key. Because of this, we’re confident our new range will be a hit.”
The continued expansion of Richmond’s portfolio follows a successful launch of Meat-Free Sausages into the frozen category. Since launch, Richmond Frozen Meat-Free Sausages have become the third best seller ROS within just four weeks in market.[12] Richmond Frozen Ready Meals marks a continued commitment from the brand to diversify and progress the sausage category, offering more choice to consumers.
[1] IRI MarketPlace MAT value w/e 11.08.2019
[2] KWP Purchase w/e 17.05.20
[3] KWP MAT w/e 12.07.2020
[4] IRI MarketPlace MAT value w/e 11.08.2019
[5] IRI MarketPlace MAT to 12.07.2020
[6] IRI & KWP MAT w/e 12.07.2020
[7] Kantar State of the Nation 2020
[8] Kantar 52 w/e 14.06.20
[9] Nielsen 12 w/e 18 Apr 2020
[10] Frozen Ready Meals Segmentation study
[11] IRI MarketPlace MAT value w/e 11.08.2019
[12] IRI data ending 12th July 2020
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