HECK! is broadening its chicken range with the launch of Cumberland Chicken Sausages, a six-pack product set to arrive at Tesco and Morrisons from mid-September.
The new SKU is the brand’s first chicken interpretation of the classic Cumberland sausage, giving shoppers a lighter alternative to the traditional pork option.
Made with lean chicken, the sausages deliver the recognisable Cumberland combination of black pepper, sage and warming spices. Rather than relying on the marketing language often used for “healthier” products, the proposition focuses on clear nutritional benefits: the sausages are high in protein, gluten-free and naturally lower in fat than pork equivalents. Weighing 340g and priced at an RRP of £3.50, the product aligns with HECK!’s established pricing for its poultry range.
Co-founder Jamie Keeble said Cumberland was selected because it is one of the UK’s most familiar sausage styles. The objective was to give consumers a direct flavour alternative that retains the peppery, herb-led character of the format while using a lighter protein base.
The launch adds further depth to HECK!’s chicken portfolio, which includes sausages, burgers, seasoned mince and five-minute sausage rashers. By choosing a well-known flavour profile, the brand is positioning the product for everyday meal occasions, supported by its high-protein and lower-fat credentials.
