Kerry Group is preparing to take its Richmond brand of sausages into the UK gluten-free category.
The firm has announced the launch of a pork sausage made with rice flour instead of wheat. It is also free of artificial colours and has no MSG.
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"There is a huge opportunity for Richmond to tap into the white space within the gluten-free sausage category," said Sarah Davies, senior brand manager for Richmond. "There are no gluten-free branded sausages within the standard sector of the market, despite this being a proposition which resonates with latest consumer trends. Utilising the nation’s favourite sausage brand and well-loved Irish recipe will be essential to encourage new consumers to the category and drive incremental sales."
Kerry said the launch aimed to tap into the 10% of UK households that are already buying free-from items, either because of an allergy or because they perceive them as being a healthier alternative.
"We know consumers are increasingly looking for a more permissible meal-time solutions and Richmond offers them a guilt-free option that they can buy in confidence," added Davies.
The gluten-free variant will be available in a pack size of six sausages at an RRP of GBP2.15 (US$3.32) from 14 September 2015.
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By GlobalData
