Hitting shelves today in COOP stores, Morrisons 20th April, Tesco 22nd April and Asda 11th May RRP £2.60
Rustlers is doubling down on the UK’s booming appetite for fried chicken with the launch of its new Rustlers Spicy Chicken Fillet Burger, as the £109m chilled snacking powerhouse[1] looks to capitalise on one of the fastest-growing trends in both out-of-home and in-home eating.
Rolling out across major retailers throughout April, the NPD is designed to bring QSR-style crunchy chicken into the chilled aisle, tapping into demand driven by the rapid growth of high street chicken chains.
The new Rustlers Spicy Chicken Fillet Burger is made with 100% chicken breast fillet, coated for a crunchy bite and paired with a trending American-style ranch sauce in a seeded brioche bun.
Ready in just eight minutes in the air fryer, it targets shoppers seeking convenient meal solutions that replicate out-of-home favourites at home.
The launch comes as 87% of UK consumers eat fried chicken monthly[2], with the category continuing to dominate social media and youth culture, amassing over 137 million TikTok views.
Chicken is also the fastest-growing protein across both foodservice and retail[3], while demand for “fakeaway” options continues to rise as shoppers look to recreate restaurant experiences at home[4].
Elaine Rothballer, Head of Marketing – Consumer Brands at Kepak, said:
“Chicken isn’t just a trend; it’s a cultural phenomenon. Consumers are actively seeking out that crunchy, indulgent QSR-style experience, and increasingly want to recreate it at home.
“With our new Spicy Chicken Fillet Burger, we’re giving shoppers exactly that – bold flavour, real crunch and total convenience, ready in just eight minutes. It’s about delivering the satisfaction of a takeaway, without leaving the house.
“Rustlers has long led the chilled snacking category by combining quality, value and convenience. This launch taps directly into the growing demand for spicy, crunchy chicken, particularly among younger shoppers, while still offering broad appeal thanks to its familiar QSR-inspired format.”
The launch will be supported by in store activation and an ATL activation to drive product awareness.
[1] Nielsen EPOS Value Sales 52 w/e Sep 6 2025
[2] The UK can’t get enough of fried chicken right now — and it’s all to do with the economy | Metro News
[3] World Panel MFP in Foodservice: Opportunities in and out of home
[4] Kantar State of the Nation 2025
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