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Richmond meal kit

Richmond has continued its move into categories beyond its core sausage range with the launch of its first meal kit.

The Kerry-owned brand, which moved into the plant-based market in 2019 before entering the frozen ready meals category last year, launched its Toad in the Hole Easy Meal Kit (rsp: £2.95) into Asda and Morrisons yesterday (13 September).

Further listings with Tesco (20 September) and Iceland (13 October) have also been confirmed.

Aimed at providing families with what Kerry called “fuss-free dinnertime options” at a “cost-effective” price, the kits contain 10 Richmond pork sausages and a sachet of batter mix which can be turned into the classic British dish in five steps.

The launch will bid to capitalise on the 36.2 million occasions for toad in the hole each year [Kantar 52 w/e 14 June 2020] and the current appetite for sausages, which have been present in 35% of all food occasions over the past year [Kantar 52 w/e 16 May 2021].

“As our lives get busier again, we know it’s getting harder and harder for consumers to find inspiration when meal planning,” said Kerry Foods marketing director Dawn Spencer. “We’re delighted to be entering the meal kit space for the first time to make dinnertime even easier.

“Our new Toad in the Hole Easy Meal Kit provides families with everything they need to make one of our favourite – yet difficult to master – meals in just five simple steps whilst ensuring their Yorkshire puddings perfectly rise every time.”

It comes after the Richmond brand celebrated a year of strong value sales growth, jumping 17% (£9.4m) year on year to £55m [IRI MAT 52 w/e 8 August 2021].

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