Pioneering Kepak Convenience Foods (KCF), market leader in the UK’s £108 million* hot snacking category, is going for growth in 2011, backed by major support for its best-selling brands.

The company is unveiling plans to accelerate growth of the hot snacking category and to attract new consumers to it.

National TV advertising in support of both Rustlers and UGO’s Deli Café will spearhead KCF’s marketing programme, complemented by an increased on-line presence, the company’s biggest ever NPD programme and significant on-pack activity.

“Six million households* already buy into the hot snacking category each year. We are confident that our sustained and highly targeted brand support throughout 2011 will not only enthuse our existing consumers, it will also attract significant numbers of newcomers to the hot snacking fixture,” says John Armstrong, Kepak Convenience Foods’ Marketing Director.

The NPD will include several firsts for the hot snacking category, building on the success of Rustlers, Rustlers Hot Subs and UGO’s Deli Café which account for 64 per cent of the hot snacking category**.

KCF has invested heavily in consumer research in the last 12 months, identifying the key consumer dynamics and shopper trends within chilled food, and in particular within food to go.

“We now have an unrivalled understanding of consumer trends within chilled foods. This is not only helping to shape our exciting new product development programme, it is also enabling us to share unique market insights with our customers,” adds Armstrong.

“2011 is going to be another exciting year in the hot snacking category. The major brand investment we have planned will also be instrumental in enabling us to achieve our longer term objective – to double the size of the hot snacking category in the next five years.

“Our message to the trade is clear. Stock up – it’s going to be an exciting year in the hot snacking category with consumer demand for our products set to reach new heights.”

* Source: Nielsen 04/09/10.

** Source: Nielsen Total Market 52 w/e 27/11/10.

Kepak Convenience Foods

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