Richmond enters frozen ready meals with six-strong range alongside frozen sausage expansion

 

  • Richmond enters frozen ready meals category with six new products
  • The brand is also expanding its existing frozen sausage range with three new lines
  • Launching from September, the new products will broaden Richmond’s presence in frozen across everyday meals, sharing and festive occasions
  • Richmond is the UK’s number one sausage brand[1], generating more than £149m in retail value sales[2]

Richmond, the Nation’s Favourite sausage brand[3], is entering the frozen ready meals category for the first time this September, launching a six-strong range of high-quality, home-cooked-style dishes.

Separately, the brand is expanding its existing frozen sausage range with three new variants, bringing new flavours and more occasion-led choice to the fixture.

Together, the two launches will broaden Richmond’s presence in frozen, with the move into ready meals opening a significant new growth opportunity for the brand beyond its core sausage offering, while the frozen sausage expansion brings greater flavour and occasion-led choice across family meals, sharing and festive occasions.

Richmond is the number one sausage brand across chilled and frozen sausages, generating more than £149m in retail value sales[4] and reaching more than 5.6 million buyers. With 90% consumer awareness[5], the expansion builds on the brand’s scale, familiarity and sausage credentials to give shoppers more ways to enjoy Richmond from the freezer.

Richmond Frozen Ready Meals

Richmond is entering frozen ready meals with six new dishes: Sausage & Mash, Toad in the Hole, Sausage Pasta Bake, Cottage Pie, Sausage Casserole and Sausage Mac & Cheese. The six products will roll out in Iceland, Sainsbury’s, Farmfoods and Morrisons across September and October.

The new non-HFSS range has been developed to bring home-cooked-style dishes to the freezer, combining comforting classics and family favourites with the convenience of a ready-prepared meal. The meals were developed and tested with consumers to ensure they met expectations on taste, quality and convenience.

The launch responds to growing demand for convenient meal solutions[6], particularly among older shoppers[7]. British meals already account for 25% of the frozen ready meals category[8], creating an opportunity for Richmond to bring a well-known brand into the category.

By leveraging its position as the Nation’s Favourite sausage brand[9], and its reputation for great-tasting food, Richmond believes its strong brand recognition and sausage credentials can attract new shoppers and bring renewed interest to the frozen ready meals category

Richmond frozen sausage range extension

Alongside its entry into frozen ready meals, Richmond is expanding its frozen sausage range with three new variants including Richmond Cumberland Pork Sausages, Richmond Dinky Caramelised Onion Sausages and Richmond Pigs in Blankets.

The new lines are designed to bring greater variety and occasion-led choice to frozen sausage, where around 73% of SKUs are currently Plain Pork or Irish, compared with around 29% in chilled[10]. Nearly half (46%) of frozen sausage shoppers also buy flavoured sausages from chilled, suggesting an appetite for a broader range of flavours within the frozen fixture[11].

Richmond Cumberland Pork Sausages bring a familiar flavour option to everyday family meals, while Dinky Caramelised Onion Sausages combine a sweeter flavour with a bite-sized format suited to sharing, entertaining and informal gatherings.

Richmond Pigs in Blankets extend the brand into frozen party food, offering a convenient format for festive occasions, celebrations and sharing.

Richmond Cumberland Pork Sausages will be available in Sainsbury’s and Iceland, and Richmond Dinky Caramelised Onion Sausages will launch in Iceland, while Richmond Pigs in Blankets will be exclusive to Iceland.

The launches will be supported by shopper communications and retailer activity focused on driving awareness and encouraging trial, with broader brand support planned to follow as the ranges build momentum and bring Richmond’s “Good Times” platform to life across relevant consumer touchpoints.

Lauren Pizey, Head of Brand - Richmond at Pilgrim's Europe, said: “As the market leader and Nation's Favourite sausage brand[12], we're focused on providing our consumers with high-quality, tasty products that they can depend on to meet their evolving needs.

“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.”


 

[1] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant-Based, Value Sales, 52 weeks ending 11 Jul, 2026

[2] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant-Based, Value Sales, 52 weeks ending 11 Jul, 2026

[3] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant Based, Value Sales, 52 WE 13 June 2026

[4] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant-Based, Value Sales, 52 weeks ending 11 Jul, 2026

[5] Kantar Worldpanel, 52 w/e 19 April 2026; Kantar Richmond Sausages Equity Dip, April 2026, total sample 600

[6] Kantar WPO, 52 weeks to 22 February 2026 vs LY

[7] Kantar FRM Shopper Demographics, spend, 52 weeks ending 17 May 2026 vs 18 May 2025

[8] Kantar WPO, 52 weeks to 22 February 2026 vs LY; Kantar FRM Shopper Demographics, spend, 52 weeks ending 17 May 2026

[9] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant Based, Value Sales, 52 WE 13 June 2026.

[10] Assosia, Chilled and Frozen Sausages Market SKU Count, February–March 2026; retailer cross-shopping data, 52 weeks

[11] Assosia, Chilled and Frozen Sausages Market SKU Count, February–March 2026; retailer cross-shopping data, 52 weeks

[12] Circana (UK) Ltd, All Outlets, Fresh & Frozen Sausages, Meat & Plant Based, Value Sales, 52 WE 13 June 2026.