Richmond, the popular sausage brand under the Pilgrim’s Europe banner in the United Kingdom, has entered the frozen ready meals category with the launch of six dishes. Separately, the brand is expanding its existing frozen sausage line with three additional SKUs, bringing new flavors and more occasion-led choice to the portfolio.
Together, the two launches will broaden the Northallerton, North Yorkshire, England-headquartered company’s presence in the UK frozen food sector, with the move into ready meals opening a significant new growth opportunity for the brand beyond its core sausage offering.
According to Circana figures, Richmond is the number one sausage chilled and frozen frozen sausage maker in Britain, generating more than £149 million in retail value sales and reaching more than 5.6 million buyers during the 52-week period ending on July 11, 2026.
The brand’s six new frozen ready meals are: Sausage & Mash, Toad in the Hole, Sausage Pasta Bake, Cottage Pie, Sausage Casserole and Sausage Mac & Cheese. They are set to roll out in Iceland, Sainsbury’s, Farmfoods and Morrisons in September and October.
The non-HFSS range has been developed to bring home cooked-style dishes to the freezer, combining classic comfort foods and family favorites with the convenience of a ready-prepared meal. The products were developed and tested with consumers to ensure they met expectations on taste and quality.
The launch responds to growing demand for convenient meal solutions, particularly among older shoppers. British meals already account for 25% of the frozen ready meals category, creating an opportunity for Richmond to bring a well-known brand into the category.
Frozen Sausage Range Extension
Alongside its entry into frozen ready meals, Richmond has expanded its frozen sausage range with three additional offerings including Cumberland Pork Sausages, Dinky Caramelized Onion Sausages and Pigs in Blankets.
The new products 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. Nearly half (46%) of frozen sausage shoppers also buy chilled flavored sausages, suggesting an appetite for a broader range of flavors within the frozen sector.
Richmond Cumberland Pork Sausages bring a familiar flavor option to everyday family meals, while Dinky Caramelized Onion Sausages combine a sweeter flavor with a bite-sized format suited to sharing, entertaining and informal gatherings.
Pigs in Blankets extends 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 Dinky Caramelized Onion Sausages will debut in Iceland, while Pigs in Blankets will be exclusive to Iceland.
“As the market leader and the nation’s favorite 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 products at Pilgrim’s Europe. “Our new frozen meals bring the comfort and quality of home-cooked British favorites into a convenient, no-fuss format.”
