Rustlers, the nation’s number one micro-snacking brand*1, is going for growth with a powerful combination of NPD, backed by nationwide sampling, and bold new pack designs.
Eye-catching packs feature the new Rustlers logo, appetising product photography and the Rustlers flame which represents the brand’s signature flame-grilled taste.
Kepak Convenience Foods Marketing Director John Armstrong says the packs focus more on hunger satisfaction than speed.
“Rustlers’ is no longer the sole preserve of lads and young men. Masculine-looking packs have made way for designs which we know appeal to Rustlers new, broader 16 to 34-year-old core target market, 40% of which is female.”
TV advertising will drive Rustlers marketing support this year (the 14th successive year that Rustlers has been backed by TV advertising), with the Hunger Monkey TV commercial on national TV this autumn, once again delivering the ‘satisfying hunger’ message.
Kepak is also accelerating the growth of Rustlers with its recently-launched panini products.
The new panini lines are Chicken & Pesto (flame grilled chicken with mozzarella and a pesto mayonnaise) and Pepperoni (slices of pepperoni with mozzarella and a tomato and herb sauce).
Both products feature an rrp of £2.29, merchandised in outers of 4.
John Armstrong says panini products are now ‘mainstream’ and so widely available in foodservice that introducing panini to Rustlers – and driving the growth of panini in retail – is a ‘natural next step’.
“The two new panini lines feature flavour combinations that are familiar to consumers and will continue to broaden the appeal of Rustlers, also giving brand loyalists another strong reason to buy.”
The new products are supported by dedicated social media and will benefit from major on-pack activity.
In consumer trials, 80% of people said they found the concept of a Rustlers panini appealing and the purchase intention was higher than Rustlers norm (58% vs. 55% benchmark).*2
*1 IRI 52 w/e November 8, 2014
*2 CMR Product Research August 2014
Tel: 01772 688 300
Twitter: @kepaktrade
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