British Sausage Week certainly sizzled in 2014, as market analysis demonstrates during the campaign week (3-9 November 2014), premium sausages recorded increases in both volume (9%) and spend (6%) compared to the 2014 weekly average. Standard tier sausages also recorded growth of 3% and 4% respectively.
Organisers BPEX joined forces with ex England and Lions rugby star and winner of Celebrity Masterchef 2011, Phil Vickery, to lead the seven-day sausage celebrations, driving high levels of consumer and media awareness.
‘Hugely impactful’
BPEX butchery and product development manager, Keith Fisher, said: “The 2014 campaign was hugely impactful, generating a great deal of interest in sausages not only during the Week itself but also in the weeks leading up to it. With the help of sporting legend Phil Vickery, we were able to get the nation’s best varieties from retailers, butchers and farm shops noticed.”
500 entries in British Sausage Week competition
More than 200 retailers and butchers entered nearly 500 sausages into the dedicated British Sausage Week competition, as innovation continues to thrive within the industry. Sausages with impressive flavour combinations and new ingredients, such as ‘Pork and elderflower sausage’ and ‘Tapas sausage’, give clear indications that demand for original sausage varieties shows no sign of abating.
BPEX Foodservice Pork Sausage of the Year
The prestigious BPEX Foodservice Pork Sausage of the Year competitionalso showcased the advances of sausage production for the catering sector. Some 230 sausages were judged across five categories, with unique varieties including the ‘Mojito sausage’, a ‘Pork curry sausage with mango chutney’ and ‘Pork, chilli and coconut sausage’, highlighting the diverse range of quality assured and Red Tractor sausages available today.
It also heralded the rise of the ‘gourmet-dog’ with a dedicated ‘Best Hot Dog’ category. Creative entries included a ‘Pork and chorizo supa dog’, ‘Chilli sweetness and lime hot dog and ‘Smokey dog with mozzarella and jalapeno’, which reflect not only the nation’s love for this dish but the opportunities the trend presents the sector.
Keith Fisher said: “Both competitions are a major part of British Sausage Week and help inject fresh impetus into the market. What is particularly pleasing is the mix of entries, from butchers young and old, from small scale producers to multiple retailers.
Retail promotion
Of course, the Week wouldn’t be a success without the continued support from multiple retailers, brands and foodservice outlets, all of whom engaged in a range of exciting activity. From promotions and offers to recipe sharing and feature articles in magazines, recipe booklets and on websites, the industry successfully fully supported the annual event to help reach record highs.
Keith added: “We know that retailers use British Sausage Week as a great promotional opportunity. This year was no different and market data shows that there was an increase in the volume of total sausages sold on offer during the Week.”
In total, the PR campaign secured television coverage of British Sausage Week on popular shows such as This Morning, Weekend Kitchen, Lorraine and London Live. Radio stations covering the Week included BBC Radio 2, TalkSport, XFM Manchester and the BBC’s Local Radio Evening programme by Mark Forrest, while articles appeared in national newspapers and magazines including the Daily Mail, Metro, Daily Express, Hello! and Delicious.
British Sausage Week 2015 is scheduled to run from 2-8 November.
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