Rustlers boosting big night in sales

Rustlers, which sells over one pack every second in UK convenience stores*1 and is ranked by convenience retailers as their No.1 Partner in Chilled Ready Meals & Food to Go*2, is enabling retailers to meet growing shopper demand for hot, ‘big night in’ food that’s tasty and really easy-toprepare.

“People don’t want to interrupt a night in with family or friends by having to spend time away from them preparing food,” says Angela Daulby, Channel Director of Kepak Convenience Foods.

“Rustlers role as an easy-toprepare evening meal or snack has risen sharply in recent years and the evening meal is now the second largest consumption occasion for Rustlers, accounting for 30%*3 of all sales.”

“With Rustlers, they can cook a proper flame grilled burger in less time than it takes to serve a round of drinks, confident in the knowledge that they’re offering their friends and family a product that really delivers on both taste and quality.”

Angela is also encouraging retailers to incorporate Rustlers into meal deals targeted specifically at the ‘big night in’ occasion.

“When shoppers are planning a night in, they’re looking to buy food and drink together. This enables retailers to link Rustlers with soft or alcoholic drinks and savoury sides in a meal deal, offering shoppers complete meal solutions and the value they’re seeking in convenience for occasions such as Big Night In.”

Rustlers is tapping into the high street gourmet food trend with the launch of a range that is perfect for the big night in. The Rustlers Gourmet Classic Burger, which will be packaged in a premium cardboard sleeve, consists of a flame grilled burger made with 100% beef served in a brioche bun, with cheese, streaky bacon, Americanstyle mustard mayo and tomato relish.

Extensive research has proved that Rustlers Gourmet will recruit new consumers to the category and 80%*3 of shoppers have said they’re interested in experiencing the gourmet burger trend at home.

“Rustlers consumers are more loyal than those of competitive brands*5,” adds Angela. “Combine this with the fact that 60 Rustlers are sold every minute in convenience*1, 34 of which are from our Top Six Sellers*1, by stocking these topselling SKUS retailers can be confident they’re stocking products that shoppers are actively seeking. The brand is currently in strong growth in the channel with the Top Six Sellers accounting for 53% of the total category value*1.”

Rustlers Top Six Sellers range includes the best-selling micro-snacks in the market:

1. The Rustlers Flame Grilled Quarter Pounder (the UK’s number 1 microsnack* 6, with over 33 packs sold every minute*5 and already bought by over 2.1 million households*6

2. The Rustlers Deluxe (Bacon Cheeseburger), with 30% YoY growth in convenience alone*1

3. The Rustlers Flame Grilled BBQ Rib, the UK’s second best-selling micro-snack*6

4. The Rustlers Classic Gourmet, taps into the high street gourmet food trend.

5. The Rustlers Flame Grilled Chicken Sandwich, popular with female shoppers.

6. The Rustlers Southern Fried Chicken Hot Sub, which has brought the mass market Subway format into micro-snacking.

*1 IRI Total Convenience 52 w/e 22nd July 2017

*2 HIM Bespoke Convenience Study, December 2016

*3 Kantar Worldpanel Consumption & Usage Report, 2015

*4 Cambridge Market Research 2016

*5 Transgressive X Brand Study 2016

*6 IRI Total Market 52 w/e 22nd July 2017

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