Wall’s is repositioning its sausages brand in a move that its hopes will double penetration in the chilled category in the next four years.

The brand will relaunch with refreshed packaging across the entire portfolio designed to elevate its quality credentials. At the same time, the sausage recipe has been reformulated with 10% higher meat content, enhanced seasoning and a coarser, meatier texture.

Also new to the range, launching at the end of September, is new Ready Baked Fire Grilled Cumberland Sausages. These delicious sausages are baked, coated in a unique glaze then finally fire grilled for the ultimate authentic BBQ taste, ready in one minute.

Jessica Lamb, brand manager for Wall’s, said: “Wall’s already has 98% brand awareness, but we felt the time was right to refresh and relaunch the brand to ensure that it continues to meet the needs of today’s shoppers. Wall’s over-indexes at breakfast time when we know that 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.”

The redesign, which is rolling out in stores during September, will be supported with strategically placed six sheet billboard advertising as well as in-store sampling and money-off coupons.

Wall’s Ready Baked

RSP: £2

Packsize: 275g

Wall’s Core Range

RSP: £2

Packsize: 454g

Wall’s Bacon

RSP: £2.50

Packsize: 220g