Charcuterie producer Sigma Alimentos has secured a Sainsbury’s listing for two new lines under its gourmet meat snacking brand, The Mad Butcher.
The traditionally produced charcuterie sticks, which are said to be smoked over beech wood before being dried and cured to give a rich, smoky flavour, will be sold through 173 of the retailer’s stores and online from 22 January – marking its biggest UK supermarket listing to date.
Both the Chilli Pork Snacks and Classic Pork Salami Snacks will be available in 70g packs containing seven sticks each and 30g of protein (rsp: £2).
The brand, which launched in Ocado last year, described its Sainsbury’s listing as “pivotal”.
“The meat snacking category looks set to deliver significant growth, but to do so needs to bring new shoppers, and new occasions beyond lunchboxes,” said Newby Groves, managing director of Sigma UK & Ireland.
“The Mad Butcher offers shoppers a delicious, protein-rich and convenient meat snack from the European experts in charcuterie.”
A segment of the market was “seeking premium, authentic, traditionally made meat snacks at an affordable price, and The Mad Butcher is here to fill that gap”, Groves added.
“We’ve created the most natural product possible, focused on quality and provenance, to drive category growth and consumer expansion.”
Mexico-headquartered brand owner Sigma Alimentos is a global food business and the largest producer of charcuterie in Europe.
Already available in wholesale, Sigma now plans to grow The Mad Butcher business within the retail market, further tapping into the growing UK trend for meat snacking.
It claimed the category had grown 38% since 2020 and was on track to be worth £454m by 2027 [Circana State of Snacking Report 2024].
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