Powters relaunches sausage range with new lines

A leading premium sausage producer is set to relaunch its portfolio with a brand refresh and new additions to the range.

Powters will be bringing five new varieties of sausages to its range, boosting the total number of products to eight, and introducing vibrant new eye-catching packaging to help the sausages stand out on-shelf.

The Suffolk-based business is hoping the pepped-up range will help increase retail listings across the UK.

The new packaging sports bright colours and a distinctive pig silhouette cut through, providing a tantalising glimpse of the product.  The company said the packaging aims to bring its traditional brand up-to-date, while creating maximum stand-out and on-shelf recognition.

New flavours, which will be joining the Powters celebrated Newmarket sausage, Powters 1881 sausage, and family favourite Powters Chipolata sausage, include  Cider and Sage, Gluten-free, Low-fat, Spicy Spanish, and Real Ale.

The company said its sausages are free from artificial colours and flavours, and combine a secret blend of herbs and spices to give a unique and distinctive flavour and succulent texture. 

Grant Powter, managing director of Powters, said: “Consumer demand is for quality British products, which deliver real freshness and flavour.  The traditional quality and superior taste of Powters sausages, combined with the brand new premium look, gives retailers a real opportunity for increased profits. 

“This is particularly pertinent during the pre-Christmas period, when demand for Powters sausages typically increases by over 150% and retailers often underestimate stock requirements.”

Powters sausages are long-term favourites in East Anglia, where the family business dates back four generations to 1881.  Plans for the brand now include national expansion supported by increased marketing activity. 

Recommended retail prices for Powters sausage range start at £2.99 /400g pack.

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