Wall’s, the heritage sausage brand owned by Kerry Foods, is repositioning the brand in a move that targeted to double penetration in the chilled category in the next four years.

The brand will relaunch with refreshed packaging across the portfolio designed to elevate its quality credentials. At the same time, the thick sausage has been reformulated with 10% higher meat content, enhanced seasoning and a coarser, meatier texture.

Convenience is a key driver for breakfast occasions and this will be a focus for Wall’s as it sets about reigniting the chilled foods category and positioning itself as ‘The Convenient Meal Brand Without Taste Compromise’.

The new design will help to elevate the taste and quality cues of this microwaveable range and drive trial among consumers. Also new to the range, launching at the end of September, is Ready Baked Fire Grilled Cumberland Sausages. These sausages are baked, coated in a unique glaze then finally fire grilled for the authentic BBQ taste, ready in one minute.

Jessica Lamb, brand manager for Wall’s, commented: “Recently voted a top British brand, Wall’s already has 98% brand awareness, but we felt the time was right to refresh and relaunch the brand to ensure that it continues to meet the needs of today’s shoppers. Wall’s over-indexes at breakfast time when we know that convenience is key, so this will be a real focus for the brand over coming months as we look to extend usage and consumption occasions.”

The redesign, which is rolling out in stores during September, will be supported with strategically placed six sheet billboard advertising as well as in-store sampling and money-off coupons.

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