A new charcuterie brand headquartered in Leeds is celebrating after expanding into Sainsbury’s supermarkets.
The deal will see The Mad Butcher’s distribution extended to 173 Sainsbury’s stores across the country from, as well as being available to order online.
The premium, traditionally produced charcuterie sticks are available in two flavours: Chilli Pork Snacks and Classic Pork Salami Snacks, with each 70g pack of seven sticks containing over 30g of protein. They recently won Gold at the Great British Food Awards in the charcuterie category.
The Sainsbury’s listing is a pivotal moment for The Mad Butcher, following a successful launch in Ocado last year.
Managing director Newby Groves, said: “Our collaboration with Sainsbury’s marks a significant milestone for The Mad Butcher, making our products more accessible to meat lovers across the country. We built a solid fan base in our home county in Yorkshire last year, catapulted further by our launch in Ocado. The Sainsbury’s win really cements our ambitious plans to grow in UK retail this year.
“The meat snacking category looks set to deliver significant growth, but to do so needs to bring new shoppers, and new occasions beyond lunchboxes. The Mad Butcher offers shoppers a delicious, protein-rich and convenient meat snack from the European experts in charcuterie.”
The Mad Butcher was born from its headquarters in Bowcliffe Hall, Leeds. The brand is part of Sigma Alimentos, a global food business and the largest producer of charcuterie in Europe.
