Kepak Convenience Foods is driving category growth in chilled snacking and providing an incremental sales opportunity with the launch of Rustlers Noodle Pot Snacks.
“Rustlers Noodle Pot Snacks bring ‘big brand value and quality reassurance’ to the chiller cabinet. We’re introducing a real meat, lads’ noodle pot to our market-leading brand that will provide a serious and credible alternative to ambient Pot Noodle,” says John Armstrong, Kepak Convenience Foods’ Marketing Director.
“Every week, consumers go to the fridge for food and drink almost twice as often as the cupboard (42 fridge visits vs. 24 cupboard visits*1). That’s why the fridge is the ideal location for hot, quick and tasty snacks such as Rustlers Noodle Pot Snacks.
“The chilled market, however, still needs to grow its share of the total microwaveable food market, providing profitable alternatives to lower value ambient products. Fast-growing Rustlers is the brand to lead the way.”
Research undertaken by Kepak shows that 70% of Rustlers consumers also buy the market-leading ambient Pot Noodle, highlighting the potential for new Rustlers Noodle Pot Snacks.
Rustlers Noodle Pot Snacks (rrp £1.99) will initially be available in two variants, Chicken & Mushroom and Oriental Pork. Each 300g pack comes with a fork and can be microwaved in two minutes.
Extensive marketing support for Rustlers Noodles will include national TV advertising and sampling and a comprehensive digital and social media campaign.
Kepak is urging retailers to stock up on Rustlers Noodle Pot Snacks to make the most of an exciting, new profit opportunity in the £324 million*2 hot, quick and tasty snacking market.
*1 – Kantar Worldpanel Spring 2012
*2 – Kantar MAT w/c 20th January 2013
Kepak Convenience Foods
Tel: 01772 688 300