The Jolly Hog has launched a ‘first of its kind’ BBQ range that is ready to eat after just five minutes on a barbecue.
The range (rsp: £6) is launching into Tesco, Morrisons, Ocado and Sainsbury’s at the end of March.
Targeted at shoppers who want “tender, smoked BBQ flavour but without the faff”, it includes four new products: a Cheese & Jalapeno Hot Link sausage, a Buffalo Pork Belly, BBQ Burnt Ends and a Black Treacle Bacon Chop.
The three brothers behind the brand, Olly, Josh and Max Kohn, said they had been inspired to create the range by their travels across the US – where they immersed themselves in slow-cooked, hot-smoked BBQ flavours.
The NPD also filled a gap in the market for products beyond sausages, burgers and chicken, which were currently the only items on half of all UK BBQs, the Bristol-based brand said.
“A lot of people worry about getting meat just right on the BBQ,” said Olly Kohn. “That’s why we’ve created a new BBQ range that’s super easy and ready in just five minutes. No stress, no fuss, just delicious results every time.”
The Black Treacle Bacon Chop and Pork Belly Burnt Ends are both smoked over British oak wood for hours before being cooked sous vide. The burnt ends also include apple BBQ sauce.
The Cheese & Jalapeno Hot Link Sausage boasted a “warm spicy kick and big chunks of cheese” and was inspired by Southern American flavours.
Meanwhile, the Pig Wings are based on a product sold at The Jolly Hog’s restaurant Pigsty, with the Buffalo Pork Belly coming with buffalo sauce for a “hot kick”.
Kohn added the range was packed with “bold, authentic flavours that bring the true taste of American BBQ to your plate”.
The products are hot smoked and sous-vided before going on sale, ensuring the meat is tender with a smoky flavour.
All meat in the range is British, outdoor bred and RSPCA Assured.
The NPD launch comes as the brand is enjoying a strong period of trading. The Grocer reported earlier this month that The Jolly Hog had “defied” a general downturn in processed meat sales to post big increases over the past year.
It posted value sales increases of 46% in bacon last year to a total of £7.2m, while sausage sales rose by 27% to £9.8m [Kantar 52 w/e 29 December 2024].
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