Pork pickings predicted to be popular

Husband and wife team Debbie and Andrew Keeble aim to cash in on a gap in the market for a healthier sausage targeted at kids. Launched under Debbie & Andrew's Higgledy Piggledy brand, the sausages are claimed to have 55% more meat and 73% less fat than the market leader, Halls Food Group's Wee Willie Winkies.

"With only one branded competitor operating in the category, we believe there is both a market opportunity and duty to parents and their children to provide a healthier option," says Andrew Keeble. "We're confident that Higgledy Piggledy will meet this demand and quickly become the leading brand in the category."

The sausages are on shelves in Morrison and Sainsbury and are free from artificial colours. They are made using pork shoulder meat and contain 25% less fat than a standard pork sausage. Packs of 16 sausages will retail at 99p.

Unilever also plans to teach its rivals a thing or two by creating healthy meat products for children. Jerry Wright, brand director for Birds Eye at Unilever Ice Cream and Frozen Foods said that the brand was about to launch a turkey product with half the fat of Bernard Matthews' Turkey Drummers.