Growth-hungry Powters launches new sausages, packaging

Family-run firm Powters Sausages has refreshed its branding and launched two new products today (19 July) as it targets nationwide growth.

The Suffolk-based Powters family has manufactured sausages since 1881 and new cocktail sausages and sausage meat have been produced to celebrate revitalised and aesthetically pleasing new packaging.

Across East Anglia, Powters’ new Party Pig cocktail sausages and Chef’s Pig sausage meat will be available at Tesco, Waitrose, Sainsbury’s and The Co-op. And the business said it hoped the new packaging and sausages would drive national sales growth.

“Powters is all about family, food and farming,” said Tristan Powter, marketing director, Powters Sausages.

“Above all we are extremely passionate about the quality of our food, so communicating this via our packaging was central to the design brief.

“It has been a growing desire to emphasise the unique, more traditional manner in which we produce our sausages, so we made the decision to invest in the innovation and expansion of our product range. It was extremely important we reflected this with our refreshed identity so we can be easily recognisable on the shelves, light-hearted in messaging and quirky with product descriptions without losing the family heritage we share with our loyal following.”

The two new products bring Powters’ range of sausages to seven. Its Chef’s Pig range comes from what the business claimed was “award-winning” sausage meat, packed into shelf-ready packaging for consumers to experiment with.

The Party Pig cocktail sausage is designed for a buffet-style banquet and has a recipe similar to the firm’s flagship Newmarket sausage.

Two other products from the range have been reformulated to secure gluten-free certification, as the business targets the growing consumer appetite for free-from foods.

Meat Trades Journal's premier sausage competition, Champion of Champions, is now open for entries, with a 25 September deadline. To enter, click here. For more information, contact Lara Bacinello at lara.bacinello@wrbm.com or 01293 610475. 

For the first time, Meat Trades Journal has launched The Big Sausage Week in the run-up to Champion of Champions, designed to celebrate one of the nation's favourite foods. For more details, check out www.facebook.com/TheBigSausageWeek and @BigSausageWeek on twitter. Join in the coversation at #BigSausageWeek.

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