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Quorn has expanded its sausage lineup with the launch of a vegan ‘Brilliant Bangers’ line.

The chilled NPD, which will complement the meat-free brand’s existing chilled and frozen vegetarian sausages, hits shelves in Asda, Waitrose and Tesco through early September (rsp: £2.50/270g).

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.

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“Shoppers are increasingly looking for easy swaps into meat free that mean they don’t need to compromise on their favourite meals,” said Quorn Foods UK marketing director Gill Riley.

“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. 

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