Richmond debuts in the snacking category with Richmond Minis

Today, Richmond (part of Pilgrim’s Food Masters), announced the launch of its ready-to-eat Richmond Minis sausages, the brand’s first foray into the snacking category. The new product will be available across grocery and convenience from May 2022.

Covid-19 has evolved snacking habits as shoppers look to the fridge as the heartland of healthier snacks. As a result, meat snacking has grown by 27.1 per cent. As retailers start stocking up for the summer season, Richmond Minis will help independent stores to drive sales in this burgeoning sector, offering the most-loved pork sausages in a snacking format.

Cocktail sausage consumption has doubled year-on-year, yet the category is currently dominated by own label, presenting a huge opportunity to grow the sector through branded alternatives. Taste is a key driver within the cocktail sausage category, with 68 per cent of shoppers consuming cocktail sausages based on flavour expectations.

The seasoning of Richmond Minis replicates the recipe of the brand’s original pork sausages so stores can be reassured the product will be a hit with Richmond fans. Richmond Minis are oven-baked, offering a healthier option for consumers versus the typically fried alternative in market.

“We're constantly looking at ways to evolve our range in response to consumer needs, so we’re delighted to be launching the Nation’s Favourite sausage in snack format with the introduction of Richmond Minis.” said Chris Doe, Marketing Manager at Richmond. “We’ve been making sausages for over 130 years, and we’ve put all our sausage expertise into launching our Richmond Minis. In a blind taste test with consumers, our Richmond Minis were an instant hit, with a superior taste that was recognisably Richmond. We know that fundamentally Richmond shoppers love our sausages, so it makes sense that our debut in the snacking category is with a ready-to-eat pork sausage. We are confident Richmond Minis are going to be a hit with families across the nation.”

The new range will be launching in three formats, including a 225g Grazing Tray, 90g Grab Bag and 63g Meal Deal SKU, catering to a range of consumer snacking habits.

Richmond will be launching its Richmond Minis with a bang, supporting the new launch through the line. The campaign will run across VOD, social and in-store activations to drive awareness and trial.