Dragon’s Den star Alf Turner has launched a new spiced sausage, Dragon’s Fury, which will be launched into 200 Asda stores.
After securing investment from Dragon Peter Jones, Alf Turner launched the Dragon’s Egg scotch egg and it’s Hair of the Hog and Best of British sausages into Sainsbury’s stores earlier this year.
Produced by retail pork supplier Tulip, the Dragon’s Fury sausage will contain the same meat as the Dragon’s Egg.
Simon Harrington, senior brand and licencing manager at Tulip, said: “Tulip has supported Paul in launching the Dragon’s Egg, Best of British, Hair of the Hog and now the Dragon’s Fury sausages, which are manufactured at our Bromborough and Ruskington sites.
“We are really starting to see momentum building with the Alf Turner brand. These are premium products, which certainly have a place in the market, and I am confident we will see them on more and more supermarket shelves in the months ahead.”
The Dragon’s Fury range will be retailed at £2.50 per pack, with 2p per pack donated to the Help for Heroes charity.