SAUSAGE brand Wall’s is being made over.
The entire range has been given new packaging and its thick sausage has been given 10% higher meat content and a coarser texture.
Brand owner Kerry Foods said the move to reposition the brand will double its penetration in the chilled category over the next four years.
Senior brand manager for Wall’s Jessica Lamb said: “The much-loved brand, which was established in 1786, will relaunch with refreshed packaging across the entire portfolio designed to elevate its quality credentials.
“Wall’s already has 98% brand awareness, but we felt the time was right to refresh and relaunch the brand.
“Wall’s over-indexes at breakfast time when we know convenience is key, so this will be a real focus for the brand over coming months as we look to extend usage and consumption occasions.”
Lamb added that Wall’s microwaveable Ready Baked Sausages are growing at 8.5% year on year and have a high repeat purchase rate.
Ready Baked Fire Grilled Cumberland Sausages are baked, coated in what’s said to be a unique glaze and then fire grilled for a barbecue taste, that is ready in one minute.
