Richmond enters free-from category

Kerry Foods’ sausage brand Richmond has entered the free-from market with the launch of a new pork sausage made with rice flour instead of wheat. 

The sausages contain no artificial colours or MSG and aims to tap into the 10% of UK households that are already buying free-from items, either because of an allergy or because they perceive them as being a healthier alternative.

Available across the grocery, wholesale and impulse sectors, it is hoped Richmond gluten-free sausages will add to the free-from sector, which is predicted to grow by 50% to £550m by 2019. The free-from sausage category is currently worth £22.8m, a growth of +30% year-on-year.

“There is a huge opportunity for Richmond to tap into the white space within the gluten-free sausage category,” said Sarah Davies, senior brand manager for Richmond. “There are no gluten-free branded sausages within the standard sector of the market, despite this being a proposition which resonates with latest consumer trends. Utilising the nation’s favourite sausage brand and well-loved Irish recipe will be essential to encourage new consumers to the category and drive incremental sales.

“We know consumers are increasingly looking for a more permissible meal-time solutions and Richmond offers them a guilt-free option that they can buy in confidence,” added Davies.

The gluten-free variant will be available in a pack of six thick sausages (RRP: £2.15) from 14 September 2015.

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