Heck! is adding a new variant to its chicken line-up with the introduction of Cumberland Chicken Sausages, a six‑pack SKU rolling into Tesco and Morrisons from mid‑September.

The product marks the brand’s first attempt at a chicken-based take on the traditional Cumberland format, positioning it as a lighter alternative to pork sausages.

The sausages combine lean chicken with the category’s familiar flavour profile — black pepper, sage and warming spices — but without the marketing embellishment often attached to “healthier” launches. The functional changes are straightforward: the product is high in protein, gluten‑free, and naturally lower in fat due to the use of chicken rather than pork. At 340g and RRP £3.50, it sits within Heck!’s existing pricing architecture for its poultry SKUs.

Co-founder Jamie Keeble said the decision to develop a Cumberland variant was driven by its status as a widely recognised UK sausage style. The aim is to offer a like‑for‑like flavour alternative for shoppers who want a lighter base protein but still expect the peppery, herby profile associated with Cumberland.

The launch expands Heck!’s chicken portfolio, which already includes sausages, burgers, seasoned mince and its five‑minute sausage rashers. The addition of a familiar flavour format suggests the brand is targeting everyday meal occasions, with functionality centred on protein content and reduced fat.