Kerry adds ham to Richmond portfolio

Kerry Foods is expanding its well-known sausage brand Richmond and entering into the cooked meat market for the first time, with a ham which it claims is the only British cooked ham made with 100% ‘natural’ ingredients.

The ‘everyday’ ham is targeting the family market and comes on the back of research which shows increasing concern about the level of artificial ingredients and preservatives in food. A recent study from TNS International found that 70% of consumers actively seek out ‘natural’ ingredients when choosing ham, following the most important decision drivers of price (85%) and flavour (84%).

The new Richmond ham, which is available in two varieties (cooked and crumbed), is manufactured in Northern Ireland, and uses only pork, sea salt, demerara sugar, natural flavourings, yeast extract and pork protein. It is available at Asda and Tesco, with listings in Waitrose to follow this summer.

The launch will be supported by a multi-million-pound campaign, which will be launching on TV on the 4 June, and will be accompanied by print, digital and in-store activity urging consumers to ‘Try the taste as nature intended’. It is expected to reach 20m homes.

April Redmond, chief marketing officer at Kerry Foods, said: “We know from talking to mums that they want the best for their families and, increasingly, ‘natural’ food products form a big part of this – in fact, two-thirds of consumers now actively look for ‘natural’ food.

“Not only does our new ham offer a tasty, affordable alternative to existing cooked ham, but it also contains 100% natural ingredients which is game-changing for the ham market. We are immensely proud of this breakthrough and have worked long and hard to ensure the new range delivers the unmistakable Richmond taste that families know and love.”

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