Talking Retail Grocery and product news for independent retailers
The variant will roll out from June in 150g packs, retailing at £2.50, and will give retailers an “exciting” opportunity to stock a meat-free version of a “family mealtime staple”.
To support the launch of Richmond Meat-Free Smoked Bacon Rashers, the brand is investing £3.5m in a campaign running across TV, social media and shopper activity.
The brand said shopper sentiment around meat-free bacon products currently on the market is that they “fail to deliver on the elements that make its meat counterpart so popular: crispiness, flavour and texture”.
It said consumer expectation of meat-free products to deliver the same experience as with meat and the latest launch allows retailers to tap into the growing meat-free category, which it said had doubled in size over the past five years.
Victoria Southern, category and marketing director at brand owner Kerry Foods, said: “Our meat-free portfolio has already proved to be a runaway success with shoppers, driving the meat-free category forward.
“We know families are always on the lookout for tasty, go-to options they can rely on for a thumbs up around the table, and we are confident this launch will encourage even more shoppers to try plant-based versions of their favourite meals.”
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