Rustlers broadened appeal and satisfies hunger with panini launch

Kepak Convenience Foods continued to broaden the appeal of Rustlers, the nation’s favourite micro-snacking brand*1, with the launch in May of two great-tasting panini products.

RUSTLERS-PANINI-RANGE[1]The new panini lines are Chicken & Pesto (flame grilled chicken with mozzarella and a pesto mayonnaise) and Pepperoni (slices of pepperoni with mozzarella and a tomato and herb sauce). Both products feature an rrp of £2.39 – £2.49 and are merchandised in outers of 4.

Panini products are now ‘mainstream’ and so widely available in foodservice that introducing panini to Rustlers was a ‘natural next step’.

As the Rustlers audience matures and broadens, Kepak is ensuring that the Rustlers’ range evolves accordingly. The two new panini lines feature flavour combinations that are familiar to consumers and will continue to broaden the appeal of Rustlers, also giving brand loyalists another strong reason to buy.

The new products were backed by national sampling plus a dedicated social media campaign.

In consumer trials, 80% of people said they found the concept of a Rustlers panini appealing and the purchase intention was higher than Rustlers norm (58% vs. 55% benchmark).

*1 IRI 52 w/e November 8, 2014

*2 CMR Product Research August 2014

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