Microwaveable snacks come into their own when it comes to meeting shopper demand for easy-to-prepare hot food that can be enjoyed as part of a Big Night In.


So says John Armstrong, Marketing Director of Kepak Convenience Foods, manufacturer of Rustlers, the UK’s best-selling micro snack, and the driving force behind the fast-growing hot, quick & tasty category.

“The days when people opted for a couple of packets of crisps and a few beers during a Big Night In are long since gone,” says Armstrong.

“Instead, they want a selection of hot and cold food that can be prepared in next to no time, without having to interrupt their social fix, whether it’s watching a blockbuster movie, immersing themselves in a games console or just partying with mates.”

Micro-snacking products can help to develop Big Night In sales across numerous categories and to increase basket spend.

“We’ve seen numerous examples of retailers boosting shoppers’ Big Night In spend by offering their customers complementary products as part of a deal, e.g. two Rustlers micro snacking products and a 2 litre soft drink for £5. It’s easy to implement, boosts sales and provides consumers with the value they’re seeking.”

Kepak is targeting its recently launched Super 6 range at the Big Night In occasion. The Rustlers Super 6 range, which accounts for more than 40% of all sales within the micro-snacking market of 60 SKUS – features six top-selling Rustlers SKUs, all price-marked at £1.99.

“Retailers can use Rustlers Super 6 to develop Big Night In sales, sharing in what we we estimate will be an additional £5 million worth of micro-snacking sales in 2015,” adds Armstrong.

“For the one in four convenience retailers who already stock Rustlers, this is an opportunity to grow sales by an average of more than 20%. It’s also an opportunity for the three quarters of convenience retailers who don’t stock micro-snacks currently to benefit from a major new profit contributor.”

The Rustlers Super 6 range includes the £25 million Rustlers Quarter Pounder, already bought by 2 million households. It also includes the BBQ Rib, the UK’s second best-selling micro-snack and Chicken Sandwich, a healthier option popular with women.

Completing the line-up are Rustlers Hot Subs Fried Chicken, which has brought the mass market Subway format into micro-snacking, the Deluxe (Bacon Cheeseburger) and recently-launched Rustlers Tikka Chicken Hot Naan, meeting the UK’s growing love of Indian food.

Armstrong concludes: “In relation to Big Night In, our consumers are looking for good quality, hot, tasty products that are quick and easy to prepare. The Rustlers Super 6 range meets all of these requirements and that’s why it’s set to become a key driver of Big Night In for many retailers.”

Tel: 01772 688 300


Twitter: @kepaktrade

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age