Richmond launches into frozen ready meals with six-strong range

Richmond has entered the frozen ready meals category with the launch of a six-strong range.

The six dishes are: Sausage & Mash, Toad in the Hole, Sausage Pasta Bake, Cottage Pie, Sausage Casserole and Sausage Mac & Cheese.

They will roll out into Iceland, Sainsbury’s, Farmfoods and Morrisons across September and October.

“Our new frozen meals bring the comfort and quality of home-cooked British favourites into a convenient, no-fuss format,” said Lauren Pizey, head of brand – Richmond at Pilgrim’s Europe. “We’ve developed the range in collaboration with Richmond consumers and by understanding what they needed, we were able to shape and refine our meals to deliver a menu of delicious dishes.”

The launch responds to growing demand for convenient meal solutions and the brand believes its brand recognition and sausage credentials can “attract new shoppers and bring renewed interest to the frozen ready meals category”.

Richmond is also expanding its frozen sausage line with three new variants to bring “new flavours and more occasion-led choice to the fixture”.

The flavours include: Richmond Cumberland Pork Sausages, Richmond Dinky Caramelised Onion Sausages, and Richmond Pigs in Blankets.

The Cumberland sausage brings a “familiar flavour option to everyday family meals” and will launch into Sainsbury’s and Iceland. Meanwhile, the Dinky Caramelised Onion Sausages have a sweeter flavour in a bite-sized format, making them suited to sharing. They will launch into Iceland.

The Pigs in Blankets are also available in Iceland and extend the brand into frozen party food. 

“We’re expanding our frozen sausage range with new flavours and formats, giving shoppers more choice and helping bring greater variety and excitement to the frozen fixture,” said Pizey.

The launches will be supported by shopper communications and retailer activity focused on driving awareness and encouraging trial, with broader brand support planned to follow as the ranges build momentum, including bringing Richmond’s ‘Good Times’ platform to life across relevant consumer touchpoints.