As well as sharing a range of new recipes, including his own Pork & Leek Sausage Bourguignone and Wasabi Duchess Potato with Honey and Soy Glazed Sausage, Roux Jr will award the best sausages in retailers, independent butchers/farm shops and catering establishments following a nationwide competition.

Roux Jr said: “I’m delighted to be involved in British Sausage Week, and celebrate the best quality sausages from around the country.

“I have always enjoyed experimenting with classic dishes and ingredients, without compromising on quality – with sausages you can do so much. It’s time to rethink the humble banger and look beyond mash and gravy to give sausages a bit of the Michelin-star treatment!”

Keith Fisher, butchery development manager for AHDB Pork, said: “It’s a real privilege to have such an eminent chef at the forefront of this year’s campaign. With Michel’s passion and exceptional culinary heritage, we aim to re-vamp sausage mealtimes and bring a bit of gastronomy into everyday sausage-eating habits.

“There are hundreds of fantastically produced sausage varieties and with Michel’s help in backing the best; we can demonstrate that they’re really not so humble anymore!”