Richmond adds new flavours to scrum

Kerry Foods’ sausage brand Richmond is going for the try with its new rugby-inspired limited-edition flavours. 

Available in grocery and impulse from September, the limited-edition flavours join the existing range and feature traditional tastes from around Great Britain, such as Scrum Cumberland, Line-Out Lincolnshire and Penalty Pork & Leek.

The brand’s original sausages will also get a rugby-inspired makeover for a limited period. The new flavours and packaging will be available for a limited time only.

“This is an ideal time to launch a disruptive ‘when they’re gone, they’re gone’ style range that we believe will add incremental sales to the category,” said Joe Hunter, brand manager for Richmond.

“We know that events throughout the year drive sales and the sausage category has natural seasonal peaks. Richmond tends to own big family moments such as Easter and Christmas, and to leverage that natural seasonal uplift even further, we are launching a limited-edition range of new flavours for the first time, to drive engagement and footfall within the category while exciting our existing customers.”

The limited-edition variants will be available in eight-packs and will be supported in-store marketing.

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