Richmond introduces new chicken sausages with multi-faceted campaign

Kerry Foods is moving into the realms of chicken sausages for the first time, following extensive consumer insight. Sporting the same taste of Richmond, the new chicken variant will hit shelves across the grocery channel from April.

Dawn Spencer, marketing director for meats at Kerry Foods, said: “At Richmond we’re all about bringing people together, with tasty family meals that the whole family can enjoy. There’s been a noticeable attitudinal shift towards chicken sausages over the last couple of years. We had actually looked into NPD in this space back in 2015, but the timing wasn’t quite right for our audience: families.

“However, modern families of today are increasingly interested in leaner, healthier proteins, so it’s no surprise that the chicken sausages market is becoming a highly lucrative one. It is now worth £18.4m and growing +48%[3], driven primarily by the premium sector. Consumers look to trusted brands – like Richmond – to deliver against their quality taste expectations. That’s why we’re quietly optimistic about the potential of our latest NPD, which represents a huge opportunity for our retail partners.”

“We’ll be supporting the launch in true Richmond style. With widespread visibility as part of our ‘Nation’s favourite’ campaign – spanning TV, out-of-home, PR, digital and in-store media to name a few – we aim to make Richmond Chicken Sausages completely unmissable.”