Kepak Convenience Foods, the driving force in the UK’s micro-snacking market, is targeting its recently-launched Rustlers panini range at the booming food-to-go lunchtime market.
“Six out of 10 adults now buy lunch to go at least once a week* and many of them are looking for tasty alternatives to traditional sandwiches, such as panini,” says Angela Daulby, Channel Director of Kepak Convenience Foods, the UK’s leading supplier of micro-snacks.
“Panini is clearly established as a mid-day snack or meal with about 70% of all people who buy panini eating it at lunchtime.”
Kepak has introduced more lunchtime choice with two microwaveable Rustlers panini lines – 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 feature an rrp of £2.29, merchandised in outers of 4.
“The two panini products researched extremely well, featuring flavour combinations that consumers relate to easily. We’ve broadened the appeal of Rustlers, particularly at lunchtime, and given brand loyalists another strong reason to buy.”
Daulby also maintains that many retailers are missing out by not giving shoppers the choice they want at lunchtime.
“There’s a golden opportunity here for retailers to attract shoppers at lunchtimes,” she says.
“This is backed-up by research showing that one in four shoppers would visit a convenience store more for ‘lunch to go’ if hot food was available**. A panini offering from the nation’s number one micro-snack could be an easy win for retailers looking to boost lunchtime trade.”
* him! CTP 2014
** him! CTP 2013