Major relaunch for Wall's

Wall's sausages is undergoing a major relaunch in a bid to boost its credentials as a quality family brand.

The £8m relaunch includes a new range with new recipes, a packaging makeover and new logo. In-store from September 15, the range will be supported by an advertising campaign - comprising TV, radio, press and online ads - from October.

The entire Wall's range has been reformulated with recipes that only use the two finest cuts of pork for the sausages - the shoulder for tenderness and the belly for taste. In addition, fat and salt content have been reduced.

Tim Barkey, marketing controller, Kerry Foods said: "Emotionally, Wall's sausages have always been about the classic taste of home, but now we are offering reassurance of quality as well.

"With our 200 years of expertise, we have created the best-ever Wall's sausage - suitable for all the family and coming out top in consumer testing."

The new best-in-class recipe sausages will replace the existing Standard and Favourite Recipe ranges with one range, comprising Classic Pork; Cumberland, Lincolnshire, Thin, Skinless and Micro Sausages.

A butcher's-style brown paper packaging will replace the current design and bespoke woodcut designs have been incorporated into the logo to "reinforce a feel of care and craft".

The total Wall's brand is worth £65m, in 4% growth. Wall's currently holds an 8% share of the UK branded sausage market.

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