Rustlers targets new occasion with breakfast product launch

KEY STATS:

• The breakfast occasion has seen significant growth in the last 12 months, growing at 47% year-on-year (Kantar Burgers & Hot Eat Sandwiches, 52 w/e February 28th, 2018)

• Breakfast significantly overtrades within convenience (21%) and forecourts (25%) vs total category, driving footfall and frequency in store (Kepak Shopper Needs Research, September 2017)

• Breakfast is the second largest consumption occasion within convenience and forecourts – behind lunch (Kepak Shopper Needs Research, September 2017)

• 82% of gatekeepers and 16 to 19-year-olds said they would ‘definitely’ buy the Rustlers All Day Breakfast Sausage Muffin (Cambridge Market Research, February 2018)

Kepak Convenience Foods has introduced Rustlers, the UK’s top-selling microwavable snack and chilled ready meal brand*1, to a new eating occasion with the launch of the Rustlers All Day Breakfast Sausage Muffin. The new breakfast product, which rolled out across the grocery and convenience channels from April, features a sausage patty in an English muffin bun, topped with a cheese slice and tomato ketchup, at an RRP of £1.50.

“The All Day Breakfast Sausage Muffin product launch underlines the growing contribution that chilled convenience can make in retail. A key driver of this is the rise in consumer demand for meal and snack solutions that make their lives easier. This is creating opportunities for retailers to grow shopper missions such as food to go.” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.

“We’re recommending that retailers launch the product in their food to go fixture in order to capitalise on the opportunity to target the high street, although we believe a significant secondary option exists for planned breakfast on the main fixture alongside the rest of the Rustlers range.”

Thanks to the introduction of the Rustlers All Day Breakfast Sausage Muffin, Rustlers now features in the key consumption occasions of breakfast, lunch and dinner, with a major presence in three of the key shopper missions; food to go, meal for tonight and top up.

The breakfast product comes as research confirms that the breakfast occasion has seen significant growth in the last 12 months, growing at 47% year-on-year.*2 “Breakfast is now the second largest consumption occasion within convenience and forecourts, behind lunch, outperforming both the dinner and snacking occasions.*3” adds Adrian.

“What’s more, 82% of gatekeepers and Rustlers 16 to 19-year-old core target market said they would ‘definitely’ buy the All Day Breakfast Sausage Muffin*4, highlighting the broad appeal and relevance of the new product.”

*1 Kantar Total Burgers and Hot Eat Sandwiches 52 w/e 10th September 2017

*2 Kantar Burgers & Hot Eat Sandwiches, 52 w/e February 28th, 2018

*3 Brand Potential, September 2017)

*4 Cambridge Market Research, February 2018

KEPAK

Telephone: 01772 688 300

www.kepaktrade.co.uk