Charcuterie producer Sigma Alimentos has expanded its fast-growing UK range into convenience stores and forecourts with the launch of The Mad Butcher in Spar.
The premium charcuterie supplier’s Classic Pork Salami Snacks are now available in over 100 Spar stores across England, Wales and Scotland with an RRP of £2 per pack.
Its spicier sister product – Chilli Pork – has now also been listed following a successful trial of the classic variant earlier this year, and will roll out in stores this summer.
The listing builds on the new brand’s successful launches in Sainsbury’s earlier this year, and Ocado last year.
The premium, traditionally produced charcuterie from European experts have gained a cult following amongst UK meat lovers with their rich, smoky flavour and handy 70g packs, making them an ideal on-the-move snack option.
The protein-rich products recently won Gold at the Great British Food Awards in the charcuterie category.
Containing over 30g of protein, the 70g Mad Butcher pack of seven salami sticks is comparable to consuming a 4-ounce serving of cooked chicken breast, two cups of lentils or beans, five whole eggs, or a cup of Greek yogurt.
There are two Skus: Classic Pork and Chilli Pork, and the spicier variant
Newby Groves, managing director of Sigma UK and Ireland, said, “With Mad Butcher, we’ve achieved something really special in the meat snacking marketplace that’s previously been dominated by a few well-known brands: a genuinely delicious tasting meat snack that is premium and traditionally made yet at an affordable price.
“We’ve created the most authentic product possible for the more discerning palette, focused on quality and provenance, to drive category growth and consumer expansion. Our presence in Spar stores will help us bring in new shoppers and new occasions for quality, convenient charcuterie on-the-go.”
The Mad Butcher brand is part of Sigma Alimentos, 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. The category has grown 38% since 2020* and is on track to be worth £454m by 2027.
