Kerry Foods aims to tap into free-from boom with new sausage

Richmond, the sausage brand from Kerry Foods, is making its debut in the free-from market with the launch of a new  pork sausage made with rice flour instead of wheat.

Like the original Richmond recipe, the newcomer contains no artificial colours or MSG, but aims 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 [YouGov & Kantar State of the Nation}.

The total free-from food and drink category is predicted to grow by 50% to £550m by 2019 [Mintel].

“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.

“We know consumers are increasingly looking for a more permissible meal-time solutions and this new product offers them a guilt-free option.”

The gluten-free variant will be available in a smaller pack size of six thick sausages (RRP: £2.15) from Monday (September 14).

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