May 6, 2021

Richmond announces huge expansion of its frozen range with Iceland

Richmond, part of Kerry Foods, has announced a significant expansion of its already successful frozen range with the launch of seven new frozen offerings.

The new products – launching in frozen food powerhouse, Iceland – have been designed to cater for families looking for more varied yet accessible options at mealtimes, tapping into the growth of meals at home and shopper demands for easy and crowd-pleasing frozen foods[1].

For the first time, Richmond is launching new flavour variants of its popular Pork Sausages – in BBQ and Mexican flavours – both of which are consistently cited as family favourite flavours. As shoppers’ meal repertoires constantly evolve, the new flavours have been created to offer simple but inspiring twists on family favourites.

Richmond will also be expanding into new formats with Richmond Sausage Patties. The new format remains true to Richmond’s iconic taste profile and will tap into families looking to replicate ‘fakeaway meals’ at home. Finally, Richmond is expanding its Frozen Ready Meals into single-serve range to offer shoppers even more fuss-free and quick midweek meal options. All new products have been created with families in mind, with much-loved flavours and the classic Richmond taste, which is guaranteed to go down well with children and adults alike.

The frozen market has boomed in the last 12 months and is now worth an estimated £6.7bn, growing 6.1% year on year[2]. Richmond’s presence in the category has had a significant impact on retail sales, especially during the initial lockdown period last year, where sales of Richmond’s popular frozen Pork Sausages rose by 3.7%[3]. The brand’s success was strengthened in 2020 when it introduced its range of frozen ready meals and, with the addition of four new flavours in its frozen ready meal range, Richmond is proving to be a leader in the frozen category with demonstrable ability to drive sales. The new launches are indicative of Richmond’s knowledge of the frozen food category and highlights the brand’s commitment to serving the needs of consumers and retailers alike.

“We’re thrilled to be expanding our frozen food range in this exciting collaboration with Iceland,” says Victoria Southern, Marketing and Category Director at Kerry Foods. Over the past 12 months we have seen rapid growth across the frozen category, which has been supported by our own sales. As the nation’s favourite, we pride ourselves on our commitment to flavour and bringing new products to market that make dinnertimes at home more exciting and inviting than ever. We are so excited to be diversifying the frozen sector, giving shoppers even more choice at mealtimes and at accessible price-points.”

To showcase the expansion of its frozen portfolio, Richmond will be taking over a branded cabinet in Iceland stores up and down the country featuring: 

  • Richmond Flavoured Sausages – Available in BBQ and Mexican flavour, the new offerings from the nation’s favourite sausage brand[4] will add an exciting new twist to traditional sausage dishes and bring popular, versatile flavourings to at-home occasions. Created for families looking for something different, the flavoured sausages are guaranteed to be a hit with everyone round the dinner table.
  • Richmond Frozen Ready Meals – Available in four new, classic dishes including Sausage Hotpot, Toad in the Hole, Sausage and Mash and Creamy Sausage Pasta, these new SKUs offer shoppers a range of quick and easy comforting dinnertime options.
  • Richmond Sausage Patties – Expanding beyond the traditional sausage format for the first time, these Sausage Patties are perfect for family breakfasts and taste great in breakfast muffins with a fried egg and ketchup.

[1] Kantar Usage panel, in home & carried out, lunch/teatime/evening meal occasions, 24w/e 6th Sep 2020 vs. 4w/e 26th Jan ‘20,

[2] Kantar 52 w/e 14.06.20

[3] Kantar 23 February – 22 March 2020

[4] IRI MarketPlace MAT value to 30/12/19