Richmond, a subsidiary of Pilgrim’s Food Masters, has announced an expansion of its meat-free range into multiple supermarkets later this month.
The new products are Richmond Meat-Free Back Bacon, Richmond Meat-Free BBQ Sauce Flavour Sausages, Richmond Chargrilled No-Chicken Pieces and Richmond Meat-Free Deli Slices.
The expansions come off the back of the brand’s success within the meat-free category, with 60% of Richmond Meat-Free’s spend being incremental to the category.
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Since its launch in 2019, Richmond Meat-Free has become the third-largest brand overall in the meat-free category, however, there are still huge areas of opportunity for growth through an array of untapped occasions, such as breakfast, lunchtime and new proteins.
“We are eager to keep up momentum within the category and continue innovating to offer consumers even more choice in their plant-based repertoire,” Richmond marketing manager Chris Doe said.
“We’re committed to helping retailers grow this category which is why we’re excited to be branching into new proteins with the launch of Deli Slices and No-Chicken Pieces to offer shoppers more choice.
“We will also be bolstering our already successful meat-free sausage and bacon ranges with the launch of Meat-Free Back Bacon and Meat-Free BBQ Sauce Flavour Sausages.”