KCF is building on its proven track record in product innovation and introducing food service concepts to retailers, with the launch of Rustlers Hot Subs. The new range will generate increased demand for the hot snacking category, both among existing customers and newcomers to the category.
The Hot Subs range comprises two variants – Southern Fried Chicken with Creamy Mayo and Tangy Meatballs with Tomato and Herb Sauce, both of which performed extremely well in consumer taste tests.
Both variants have a RRP of £1.99 but will be available on a special £1 promotional deal at launch to drive trial.
The products have longer shelf lives than the average pies, pasties and sandwich product, resulting in a longer sales opportunity, and less waste for retailers. The longer shelf lives also boost appeal to consumers as, in the current economic climate, they are becoming increasingly conscious of food waste.
“The hot subs concept has been a resounding success in the high street, generating an estimated £180 million*2 worth of annual sales for the market leader, and we’re now filling the gap in the retail sector for such an offering,” says Kepak Convenience Foods’ Marketing Director John Armstrong.
Significantly, the Hot Subs launch will increase Rustlers appeal to a much larger audience, introducing new consumers to the hot snacking category and broadening the appeal of Rustlers among females and consumers aged 25 to 44.
The new sub brand will also strengthen demand for Rustlers at lunchtime, a key time for consumption of hot snacking products.
Hot Subs will be backed by a major launch package comprising a national radio promotion, on-line and PR activity and by featuring as a new end frame on the Rustlers TV commercial.
Hot Subs are available in cases of four and eight and will be available September 2009.
*1 Source: Nielsen Scantrack 52 w/e 16.05.09
*2 Source: Food Service Insight Survey 2009
*3 Source: Cambridge Market Research – April 2009
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