• by Karlene Lukovitz  @KLmarketdaily, April 6, 2009

Sara Lee Corp.'s Hillshire Farm and MillerCoors' Miller High Life are launching a new line of co-branded bratwurst.

Hillshire Farm Miller High Life Beer Brats offer the flavor of sausage cooked in beer with significantly faster preparation time than versions prepared using home recipes.

High Life Senior Brand Manager Kevin Oglesby describes the new product as "common sense on a bun," alluding to High Life's "common sense in a bottle" tagline emphasizing taste at an affordable price.

The co-branded brats -- as well as a new Hillshire Farm Hot & Spicy Italian Style Smoked Sausage that's also being positioned as "quick and delicious" (no need for marinating) -- are being launched in time for grilling season. Both will be sold in six-packs priced at $3.99.

Both new sausage products will be featured in the 2009 Char-Broil Grilling Tour, which runs through Nov. 15. The tour stops at food, music, racing, sporting and miscellaneous events and festivals across the U.S., conducting cooking demonstrations and offering grilling tips and free samples.

Starting May 4, the beer brats will get their own nationwide TV campaign with a backyard theme that ties in with the current Hillshire "Go Meat!" campaign, according to a spokesperson.

Hillshire Farms is Sara Lee's second-largest brand. Last year, its sales rose 7% to $738 million, according to the company. In comparison, Sara Lee-branded products earned $1.1 billion (up 17%).