Recently launched Rustlers Hot Subs has been hailed the ‘most successful new product launch’ ever in the UK’s £116* million hot snacking market.
Kepak Convenience Foods, the company behind the hot snacking sensation, say consumer demand has ‘exceeded all expectations’.
Launched in autumn this year, sales of Rustlers Hot Subs were just short of 2.5 million units** in the first 8 weeks – the highest ever sales rate for any hot snacking product launch in the UK.
“The initial success highlights our commitment to generating category growth through highly focused new product development which appeals to our core consumers but importantly introduces new people to hot snacking,” says Kepak Convenience Foods’ Business Development Director Aoife Kenny.
The new microwaveable range is the latest food service concept introduced to retailers by KCF. It comprises two variants – Southern Fried Chicken with Creamy Mayo and Tangy Meatballs with Herb and Tomato Sauce.
The introductory £1 price point proved extremely popular with consumers, but demand has remained as high at the rrp of £1.99p. Price marked packs have also driven high levels of consumer demand.
“Rustlers Hot Subs have introduced a point of difference and a new profit stream to hot snacking,” adds Aoife Kenny.
“The high rates of sale, which we are confident will continue, is underpinned by the fact that Rustlers Hot Subs have introduced so many new consumers to the hot snacking fixture, particularly at lunchtime when demand for hot snacking products increases.”
Rustlers Hot Subs have enabled retailers to compete more effectively against local food service outlets. The potential for hot subs in the retail sector is highlighted by the estimated £180 million worth of sales generated by the market leader in high street hot subs.
The brand has achieved widespread distribution throughout the convenience sector in addition to listings in Morrisons, Sainsbury, Co-Op, Somerfield and Iceland.
“The quick, convenient nature of hot snacking products is ideal for today’s fast-moving lifestyle, irrespective of the economic conditions, as people want to eat food that doesn’t impact too heavily on their busy lifestyle. No product sector is totally immune to the recession but the hot snacking category, which has enjoyed double digit growth* in each of the last three years, is well placed to maintain its strong growth in the future,” adds Aoife Kenny.
Hot Subs is being backed by a national support programme comprising on-line and PR activity. The brand will also feature as a new end frame on Rustlers popular ‘One Finger Food’ TV commercial.
KCF is urging retailers to share in Rustlers Hot Subs’ success and to stock up on the product which is taking the hot snacking category by storm.
*Source: Nielsen Scantrack 08/08/09
** X factory Data Nov 2009
kepak convenience foods tel: 01772 688300 www.rustlersonline.com
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