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Jolly Hog Asda

Premium pork brand The Jolly Hog has expanded its presence in the mults with a listing in Asda.

The Bristol-based brand’s Proper Porker breakfast sausages and Little Porker chipolatas will go on sale nationally in Asda from 13 September (rsp: £3/400g and £3/340g respectively).

The listing means the brand – owned by former Wales and Harlequins rugby player Olly Kohn and his brothers Max and Josh – is now available in Asda, Tesco, Sainsbury’s, Waitrose, Co-op and Ocado.

It follows a successful trading period for the brand – despite the challenges of the pandemic, which forced it to temporarily close its Pigsty restaurant – with retail sales forecast at £20m for 2021, and £35m for 2022.

“After a tough year for the nation and for the business, we couldn’t feel luckier and happier to be launching into another retailer,” said the Kohn brothers.

“We’re excited to see our product on more supermarket shelves and for more people to be able to try the porky products that we’re so proud of.”

Further retail partnerships for the brand and NPD were also due to be announced over the coming weeks, added the brothers.

It follows a first move by the brand into a new protein in January, with the launch of its Jolly Hen chipolatas.

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