Premium sausage range launched by Tulip

The Fuller Flavoured Sausage Company is the first venture into the branded premium sausage sector for Tulip, but it said it had identified a gap in the market for a brand that focuses primarily on taste.

A company spokesman said: “Nearly all other brands occupy the welfare or heritage space, no-one focuses on delivering on a taste positioning.

“The Fuller Flavoured Sausage Company was developed to deliver the best-tasting sausages in the market. We believe that using freshly ground spices in our sausages has helped us develop a truly great-tasting product.

“Consumers are now more adventurous in their tastes, they want more flavour in every bite. We believe our products taste different because we have focused on every element that consumers say makes a great premium sausage – succulence, meatiness and seasoning. Uniquely we are using freshly ground spices, which we believe gives a fresher more rounded and impactful flavour – truly living up to the Fuller Flavoured Sausage name.”

Initially, five flavours will be available, including pork, Cumberland, Toulouse, Thai spice (with lime leaf and coconut milk) and sweet chilli.

Former England rugby player and Celebrity Masterchef winner Matt Dawson has been signed up as the face of the brand, appearing on the front of the pack. He will also be fronting a national PR campaign and using his Twitter fan base to promote the brand.

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