Kepak Convenience Foods (KCF) is introducing a new variant to Rustlers Hot Subs, the most successful new product launch ever seen in the UK’s £108 million hot snacking category.*
KCF is confident that the new ‘chicken, bacon and cheese’ club variant will appeal to existing Hot Subs consumers and attract new consumers to the brand.
“Club sandwiches are well established on the high street and extremely popular with our core target market,” says John Armstrong, Kepak Convenience Foods’ Marketing Director.
“The new ‘club’ SKU has performed extremely well in pre-launch trials and has been shown to have as much appeal and purchase intention as the existing Hot Subs range.”
The new variant features tender strips of chargrilled chicken, cheese streaky bacon with a creamy mayo inside a crisp submarine sandwich. In line with other Hot Subs, it will retail at £1.99.
Launched in autumn last year, sales of Rustlers Hot Subs generated £4 million of revenue in the first 16 weeks, the highest ever sales rate for any hot snacking product launch in the UK.**
Rustlers Hot Subs have also been instrumental in introducing new consumers to hot snacking, with one in four purchasers new to the category.***
Repeat purchase rates for Rustlers Hot Subs are also more than twice that of the industry standard for new products,**** highlighting the appeal and quality of the range.
John Armstrong adds: “It’s clear that Rustlers Hot Subs have introduced a point of difference and a new profit stream to hot snacking, not least because they have enabled retailers to compete more effectively against competitive food service outlets.”
* Source: Nielsen Scantrack 52 w/e December 26 2009.
** Source: Nielsen January 2010.
*** Source: Nielsen, February 2010.
**** Nielsen new launch barometer.
Kepak Convenience Foods
Tel: 01772 688300
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