- The new launch helps parents to create fuss-free family favourites quickly and easily
- Toad in the Hole Easy Meal Kit will launch 13 September
Today, Richmond Sausages, the nation’s favourite sausage brand, launches its first ever meal kit: Toad in the Hole Easy Meal Kit to provide families up and down the country with even more fuss-free dinnertime options. The new kit will be available in Asda and Morrisons from 13 September and Tesco from 20 September, with further rollout later in the year.
The classic toad in the hole is one of the Great Britain’s favourite sausage meals with 36.2m occasions every year.[1] With time at a premium for many families the new launch will give parents inspiration for delicious midweek meals in an easy format, with everything they need to have a showstopping dinner on the table in just five easy steps. The simple, limited prep means parents can use the kit as it is or choose to add their own ingredient twists and additions, making it a versatile choice for all. The Toad in the Hole Easy Meal Kit contains 10 Richmond Pork Sausages – the perfect portion for families – and a sachet of batter mix to a make a fuss-free meal the whole family will enjoy.
Sausages have long been a dinnertime staple with ‘in a dish’ now representing 35% of all food occasions.[2] As consumers live increasingly busier lives there is less opportunity to trial new recipes and families are looking for dishes they know will be enjoyed around the whole table. As the nation’s favourite sausage brand, the winning combination of Richmond Sausages and toad in the hole batter mix means that parents can be assured they have a convenient and cost-effective solution for dinnertime.
Richmond has been making sausages for over 100 years and is committed to innovating in order to champion the needs of families. The launch of Toad in the Hole Easy Meal Kit gives retailers the opportunity to stock a new twist on the nation’s favourite whilst offering new, exciting options which remove the stress of food preparation for parents. The brand now has an RSV of £55m, growing 17% year-on-year[3] and is synonymous with mealtime occasions that bring friends and families together over great-tasting food. In 2020, a year when sausages were flying off shelves, Richmond stood out, growing 22.7%, ahead of the total fresh sausage category,[4] demonstrating the brand’s popularity amongst consumers and ability to drive sales.
“As the nation’s favourite sausage brand we’re passionate about delivering what families need – fuss-free, great-tasting meals. But as our lives get busier again, we know that it’s getting harder and harder for consumers to find inspiration when meal planning. We’re delighted to be entering the meal kit space for the first time to make dinnertime even easier – and tastier!” says Dawn Spencer, Marketing Director at Kerry Foods. “Our new Toad in the Hole Easy Meal Kit provides families with everything they need to make one of our favourite – yet difficult to master – meals in just five simple steps whilst ensuring their Yorkshire puddings perfectly rise every time. Now it’s even easier to plate up a showstopping toad in the hole with our sausages – the perfect family meal as the weather gets colder.”
To support the new launch, Richmond will be investing in a social and shopper campaign to excite consumers and drive them in-store.
[1] Kantar Usage 52 W.E 14th Of June 2020
[4] IRI Richmond (excluding vegetarian) MAT value growth to w/e 24.01.21 vs. YA
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