Kerry Foods has revamped its range of Wall’s sausages on sale in the UK in a bid to push the “quality and family credentials” of the brand.
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The company has decided to “simplify” the Wall’s portfolio, replacing the Standard and Favourite Recipe ranges with a new range, dubbed Finest Cuts.
Kerry is spending GBP8m (US$14.3m) on the overhaul, which also includes moves to reduce the salt and fat in the sausages, new packaging and an advertising campaign that begins next month.
In a further change to the recipe, the sausages will only contain shoulder and belly pork.
Tim Barkey, marketing controller at Kerry, said: “Wall’s sausages have always been about the classic taste of home but now we are offering reassurance of quality as well.”
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By GlobalData
