All SKUs are available from 17th September in Sainsbury’s.
Rustlers, the £94.6m powerhouse of chilled snacking[1], is catering to two fast-growing consumer needs, function and fun, with a trio of on-trend launches this autumn. The brand is expanding its portfolio with a new Rustlers Protein Chicken Muffin, designed for more health-conscious shoppers, alongside two nostalgic, street-food-inspired snacks: the Rustlers Nacho Melt Crunch Dog and Rustlers Double Smash Burger.
Targeting a younger demographic than its core audience, Rustlers Protein Chicken Muffin delivers a satiating, nutrient-dense, high-protein snack tailored for consumers seeking small and convenient meals, without compromising on their health goals. Younger shoppers are more likely to be actively increasing their protein levels (38% increase vs 22% of the general public)[2].
Rustlers Protein Chicken Muffin (RRP: £2.50) contains 282 calories and 18g of protein which is highlighted on the front of pack. It will be available in Sainsburys from 17th September, then rolling out to Iceland stores on 22nd September.
The launch aligns with the surge in protein adoption, with 38% of shoppers now actively looking for additional functional benefits when buying groceries[3], a trend that has added 2.1 billion additional health-driven servings across the market since 2017[4].
Monisha Singh, Consumer Foods Marketing Controller, Foods Division at Kepak, said: “Shoppers are increasingly looking for added functional benefits from their everyday convenient meal options. With protein one of the most effective nutrients for delivering satiety, we believe development in this space is highly relevant for the food to go category. Rustlers Protein Chicken Muffin, which is also HFSS compliant, offers a dual benefit of 18g of protein with only 282 calories.”
Meanwhile, Rustlers Nacho Melt Crunch Dog (RRP: £2) and an elevated Rustlers Double Smash Burger (RRP: £2.50), will also launch in Sainsbury’s on 17th September, followed by listings in Tesco on 12th October.
The Rustlers Nacho Melt Crunch Dog features a crowd-pleasing flavour profile of the iconic street food staple familiar with younger consumers. The introduction of Rustlers Nacho Melt Crunch Dog enables retailers to capture seasonal demand where consumers seek comfort foods and warming flavours during winter.
Rustlers Double Smash Burger builds on the momentum of the world’s favourite burger style, the no. 1 burger format globally[5], and serves as an elevation of the Rustlers core double cheeseburger SKU. By leveraging the broader American trend, the high-stacked double patty is designed to fuel and deliver indulgence for shoppers seeking restaurant-style experiences at home.
Singh continued: “American and street food flavours are trending on social media and QSR menus right now. By bringing the globally trending Smash Burger format and a seasonal, premium Crunch Dog to the food-to-go category, we are giving retailers a clear route to capitalise on impulse purchases and seasonal comfort cravings.”
[1] Kantar Worldpanel | Brand Value | Latest 52 weeks to 16/05/26
[2]Kantar Functional Health Report, Lumina Intelligence, UK Foodservice Market Forecast & Consumer Insight (2024–2025) TFB Trend Hub report 2026-276 I Levercliff Report 2026
[3]Kantar | Take-Home | Total Functional Drinks | 52 w/e 29 Sep 24 vs. YA Worldpanel by Numerator, Usage, % servings chosen for health over time, Rolling 52 w/e periods to 7th September 2025
[4]Kantar Functional Health Report, Lumina Intelligence, UK Foodservice Market Forecast & Consumer Insight (2024–2025) TFB Trend Hub report 2026-276 I Levercliff Report 2026
[5]AHDB / Blue Marble Trust Survey (2024) Attest “Gen Z Food Trends 2025” report. TFB Trend Hub report 2025-2026
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