Richmond will enter the ready meals market next month with a new collection of ‘home-cooked style’ frozen meals.
The non-HFSS range comprises Sausage & Mash, Toad in the Hole, Sausage Pasta Bake, Cottage Pie, Sausage Casserole and Sausage Mac & Cheese. The six products are scheduled to reach Iceland, Sainsbury’s, Farmfoods and Morrisons during September and October.
The launch reflects rising interest in convenient meal solutions, with older consumers identified as a particularly important audience for the new frozen ready meals.
Richmond is also broadening its established frozen sausage portfolio with three products: Richmond Cumberland Pork Sausages, Richmond Dinky Caramelised Onion Sausages and Richmond Pigs in Blankets.
The additions aim to increase variety and create more occasion-based choices within the frozen sausage fixture. Approximately 73% of frozen sausage SKUs are currently Plain Pork or Irish, compared with about 29% of chilled products.
The expansion presents a significant growth opportunity, as almost half (46%) of shoppers purchasing frozen sausages buy flavoured sausage products from the chilled category.
British meals already represent around one-quarter of the frozen ready meals market, giving Richmond an opportunity to move beyond its core sausage range and participate in a category with considerable potential.
Richmond Cumberland Pork Sausages will be stocked by Sainsbury’s and Iceland. Richmond Dinky Caramelised Onion Sausages will be available through Iceland, while Richmond Pigs in Blankets will launch as an Iceland exclusive.
Shopper-facing communications and retailer activity will support the launches, with campaigns designed to build awareness and encourage trial. Additional brand support is planned for a later stage.
According to Circana, Richmond recorded more than £149 million in retail value sales across chilled and frozen sausages in the 52 weeks to 11 July 2026. The brand is aiming to use its high recognition and strong sausage credentials to attract new consumers and reinvigorate the frozen ready meals category.
“As the market leader and Nation’s Favourite sausage brand, we’re focused on providing our consumers with high-quality, tasty products that they can depend on to meet their evolving needs,” said Lauren Pizey, head of brand for Richmond at Pilgrim’s Europe.
“Our new frozen meals bring the comfort and quality of home-cooked British favourites into a convenient, no-fuss format. 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.
“At the same time, 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.”