Richmond is rolling out a new range of ‘home-cooked style’ frozen dishes from next month, marking its ready meal category debut.
The non-HFSS range includes 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 launch responds to growing demand for convenient meal solutions, particularly among older shoppers.
At the same time, the brand is expanding its existing frozen sausage range with three new additions: Richmond Cumberland Pork Sausages, Richmond Dinky Caramelised Onion Sausages, and Richmond Pigs in Blankets.
These new lines are designed to bring greater variety and occasion-led choice to frozen sausages, where around 73% of SKUs are currently Plain Pork or Irish, compared with around 29% in chilled.
This move opens up a new growth opportunities for the brand, with almost half (46%) of frozen sausage shoppers buying flavoured sausages from chilled.
British meals also already account for a quarter of the frozen ready meals category, giving Richmond the chance to extend beyond its core offering into a market with lots of potential.
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 to follow.
Richmond generated more than £149 million in retail value sales across chilled and frozen sausages for the 52 weeks ending 11 July 2026 (Circana). Its hope is that its strong brand recognition and sausage credentials can attract new shoppers and bring renewed interest to 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.”
