The rising cost of dining out is providing another significant boost for the UK’s fast-growing hot snacking market.

As young adults spend more time at home in the evenings, many of them are eating hot snacking products while they’re watching movies, playing on games consoles or simply spending time on-line.

“People enjoying a night in, whether it’s a few drinks with friends, watching a film or playing the latest computer games, want tasty, filling snacks that don’t interrupt what they’re doing,” says Stuart Meikle, Grocery Business Unit Controller for Kepak Convenience Foods (KCF), market leader in the UK’s hot snacking market.

“That’s where hot snacking products really come into their own. One of the advantages of all Kepak products is that they can be cooked in less time than it takes to boil a kettle.”

Kepak is capitalising on growing demand for its products with major levels of brand investment including television advertising and NPD.

Rustlers Hot Subs has recently made its national TV debut and will be followed soon by Zugo’s Deli Café, the UK’s leading panini-based hot snacking range.

The company is also continuing its proven track record of introducing successful foodservice concepts to the retail market with the launch of Rustlers Hot Wraps. The products have been launched as part of an on-going commitment to double the size of its business in the next five years.

Meikle says the range will introduce new consumers to hot snacking and strengthen the Rustlers brand as the consumers’ number one hot snacking choice.

“Rustlers Hot Wraps will add incremental value to hot snacking by introducing new consumers to the category. Plus, by providing existing Rustlers consumers with an alternative to our market-leading burger, Panini and sub-style products we will increase the category spend per buyer.”

The Rustlers Hot Wraps range comprises two variants, Chicken Salsa with Cheese and BBQ Chicken with Cheese. Both products are made with authentic wraps filled with flame grilled chicken breast and melted cheese.

“The launch of Rustlers Hot Wraps marks the start of an innovative NPD programme for KCF which will include several firsts for the hot snacking category and builds on the success of Rustlers, Rustlers Hot Subs and Zugo’s Deli Café which account for 64% of the hot snacking category*,” concludes Meikle.

Kepak is urging retailers to ensure their market-leading products are readily available to meet the growing consumer demand.

* Nielsen Impulse Market 52 w/e 27/11/10

Kepak Convenience Foods

Tel: 01772 688300

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