Described by Quorn as a “great tasting and versatile” sausage, the mycoprotein-based product was developed with “succulence and flavour in mind, helping make shoppers’ transition into meat-free easy and enjoyable”, the brand said.
The launch comes on the back of a 55.9% increase in value sales in the meat-free sausage segment over the past year [Kantar 52 w/e 11 July], taking total sales in the mults to £49m.
“With 81% of households buying meat-based sausages [Kantar], there is a huge opportunity for this booming [meat-free sausage] sector to grow even further. Quorn Brilliant Bangers can drive this growth and we are confident that they will help retailers drive incremental sales.”
The sausages were set to become a staple for chilled meat-free shoppers and would support Quorn’s overarching strategy to boost penetration in the category, the brand added.
The launch will be supported by a six-week campaign, including PR, digital, OOH, shopper marketing, social media and influencer activity.