Richmond Sausages relaunch

Kerry Foods sausage brand, Richmond, is relaunching its range with a new, more impactful design, to modernise the brand and showcase the brand’s quality credentials to shoppers. The re-design forms part of the brand’s biggest ever campaign with a £5m investment.

Currently worth £119m, Richmond sausages have been around for over 100 years when it launched with its original Irish recipe. The brand now sells 2.3 packs every second.

The bold new packaging will feature illustrations of rolling hills, synonymous with the Irish country side, whilst the new look will keep the brand contemporary and fresh for today’s modern families. A new paper-like packaging film for its fresh range will also give a more natural and higher quality feel.

In addition to the relaunch, the brand’s popular Perfect Bake range will also roll out with a new name, look and feel. Perfect Bake is being rebranded to ‘Oven Ready’ to help educate consumers of its key benefit.

Sarah Davies, senior brand manager for Richmond comments: “This is the brand’s biggest investment in years and we are certain that the rebrand will be a hit with shoppers. The new packaging design and high-quality feel has tested extremely well with consumers. As the nation’s favourite sausage brand, we know that there is a great opportunity for more families to discover their love for Richmond so we would encourage retailers to stock up now.”

The new packaging will be available in grocery, convenience and wholesale and will be supported by a marketing campaign spanning TV, Radio, sampling, digital and in-store activity.