UK: Kerry Foods launches premium British range under Wall's banner
Kerry Foods has launched a Wall's premium brand of sausages
Kerry Group is responding to consumer demand in the UK for "premium" offerings with the launch of a "Great British Recipe" range of sausages under its Wall's brand.
The launch is expected to build "on the success of Wall's core range" which also includes a selection of pastries.
The sausage range packs carry "a host of premium cues" including a "Quality British Pork" statement and a Union Jack above the Wall's logo.
"Our research showed that the equity and heritage of the Wall's brand, coupled with the growth in premium sausages, meant this was the ideal time to add a new premium range of sausages under the famous Wall's banner," explains Michael Moore, Wall's marketing manager at Kerry Group UK arm Kerry Foods.
"Wall's has been a popular fixture on Britain's breakfast, lunch and dinner tables since 1786 and has always been associated with quality. Our new Great British Recipe range will further enhance that reputation, while building a new branded sales opportunity for convenience retailers."
The six pork premium sausages will retail at GBP3.19 (US$4.21); 10 pork premium sausages will retail at GBP5.00; six Cumberland premium sausages will retail at GBP3.19 and 10 pork premium Chipolata sausages will retail at GBP3.19.
Wall’s, the nation’s best known sausage brand from Kerry Foods, is adding a meaty new range of ‘Great British’ sausages to its line-up this summer, backed by advertising and an in-store shopper marketing campaign.
Launching in response to the rising demand for premium offerings, the range of four ‘Great British Recipe’ sausages is expected to further build on the success of Wall’s core range, which also includes a popular selection of savoury pastries.
“Our research showed that the equity and heritage of the Wall’s brand, coupled with the growth in premium sausages, meant this was the ideal time to add a new premium range of sausages under the famous Wall’s banner,” explains Michael Moore, Wall’s Marketing Manager at Kerry Foods.
“Wall’s has been a popular fixture on Britain’s breakfast, lunch and dinner tables since 1786 and has always been associated with quality. Our new Great British Recipe range will further enhance that reputation, while building a new branded sales opportunity for convenience retailers.”
Hitting chillers now, the Great British Recipe sausage range includes:
6 Pork Premium Sausages (RSP: £3.19, 400g)
10 Pork Premium Sausages (RSP: £5.00, 667g)
6 Cumberland Premium Sausages (RSP: £3.19, 400g)
10 Pork Premium Chipolata Sausages (RSP: £3.19, 340g)
All packs across the range carry a host of premium cues, including a bold ‘Quality British Pork’ statement and an eye-catching Union Jack sitting above the iconic Wall’s logo. Distinctive Wall’s heritage information is also used to flag up the brand’s foundation by founder Thomas Wall at St James’ Market in London in 1786, as well as embossed gold writing.
The launch is being supported by online and consumer press activity, combined with eye-catching in-store shopper activation in all channels.
Moore adds: “Wall’s Great British Recipe will give convenience retailers a great chance to offer customers a new range of quality, branded sausages, with research showing that 65% of shoppers are prepared to pay more for better sausages, and that 78% want to buy a brand that they know and trust.”
Original source: Kerry Foods
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