Simply Sausage launch for Cranswick

Sausage giants Cranswick are hoping for success with the national launch of a new "super" premium sausage brand.

The company is launching an initial five lines under the Simply Sausage brand, which was created in 1991 by chef Martin Heap with the launch of his gourmet Simply Sausage shop in Smithfield meat market.

Bernard Hoggarth, chief executive, said Cranswick were looking to take the brand outside the M25 and introduce it to the rest of the country.

"The sausages only use prime cuts of meat, fresh herbs and wholesome ingredients as well as natural casings, all the things that were so important to Martin 15 years ago," Hoggarth said.

The initial phase of the launch will see five sausages launched onto the market: Smithfield No1 recipe: outdoor reared pork sausages with nutmeg; Smithfield No1 recipe: outdoor reared pork chipolatas with nutmeg; outdoor reared pork sausages with apple and acacia honey; outdoor reared pork sausages with Italian inspired herbs; outdoor reared pork sausages with leek and air-dried bacon.

The sausages will be sold in larger 480g packs of either six sausages or 10 chipolatas, priced at £2.99 each.

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