Kerry Group has launched its Richmond brand, best known for sausages, into the cooked ham category in the UK.
The Irish food maker claimed the product was the UK’s fist cooked ham made with 100% natural ingredients.
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Available at an “everyday ham” price point, with an RRP of GBP1.79 (US$2.87) for four slices, Richmond ham is available now at Asda and Tesco, with listings in Waitrose to follow this summer.
Richmond ham comes in two varieties, cooked and crumbled, the company added.
“Not only does our new ham offer a tasty, affordable alternative to existing cooked ham, but it also contains 100% natural ingredients which is game-changing for the ham market. We are immensely proud of this breakthrough and have worked long and hard to ensure the new range delivers the unmistakable Richmond taste that families know and love,” April Redmond, chief marketing officer of the company’s Kerry Foods arm, said.
According to Kerry, the launch follows six years of R&D and comes in response to growing demand for natural products.
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By GlobalDataA recent study from TNS International found as much as 70% of consumers now actively seek out natural ingredients when choosing ham, making it the third most important decision driver following price (85%) and flavour (84%), Kerry said.
The launch will be supported by a “multimillion-pound campaign”, including television, print, digital and in-store activity.
