Richmond adds rugby-themed limited editions to its line-up

Richmond sausages

Richmond, the sausage brand from Kerry Foods, is launching three rugby-inspired limited edition flavours to tap into the excitement surrounding the forthcoming World Cup.

Available in grocery and impulse from September, the newcomers joining the Richmond line-up feature traditional tastes from around Great Britain including Scrum Cumberland, Line-Out Lincolnshire and Penalty Pork & Leek. Richmond original sausages will also get a rugby-style makeover for a limited period.

“We are launching a limited edition range of new flavours for the first time, to drive engagement and footfall within the category whilst exciting our existing customers,” said Joe Hunter, Brand Manager for Richmond. “This is an ideal time to launch a disruptive ‘when they’re gone, they’re gone’ style range that we believe will add incremental sales to the category.”

The limited edition variants will be available in eight-packs and will be supported with strong levels of in-store shopper marketing.