Richmond, the Kerry Food’s sausage brand is hoping to build on its success in convenient new cooking formats with the launch of Richmond Shake & Bake.
The new sausage casserole meal kits will enable consumers to create simple but delicious ‘one pot’ dinners, oven-baked in a bag, with a choice of two flavours and seasonings - Classic Sausage Casserole and Italian Tomato & Herb Sausage Casserole. The new kits are quick and easy to use, and involve simply frying the sausages for five minutes before putting them and vegetables into the Richmond baking bag, adding the seasoning, shaking it up and placing them in the oven for 45 minutes. The meal kits are ideal for families who are looking for an easy solution for their evening meal and will include the sausages, the seasoning mix and the baking bag.
“There are 53m sausage casserole meal occasions in the UK so there is a large opportunity for Richmond to help grow the category by offering a convenient and exciting new format,” explains Sarah Davies, senior brand manager for Richmond. “These new casserole meal kits will allow families to enjoy delicious sausage casseroles cooked in three easy steps.”
Rolling out to chillers from today, the launch follows on from the success of Richmond Perfect Bake which comes in a convenient foil tray, ready to cook. Richmond Perfect Bake was the fourth most incremental FMCG launch in 2015.
“Convenience is a top driver of consumption for evening meals, and this is a key pillar for growth for us and the category going into 2017,” adds Davies.
“Richmond sausages are enjoyed by millions of families every week, and we are confident there is a great opportunity to extend the brand’s usage and consumption. The new added-value range will offer shoppers the great taste of Richmond in three easy steps, but without the fuss and mess consumers may associate with cooking from scratch,” concludes Davies.