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As anytime-of-day snacking continues to tighten its grip on UK eating habits, quick-to-cook microwavable burgers are now featuring more on the breakfast table.


John Armstrong, Marketing Director of Kepak Convenience Foods (KCF), manufacturers of Rustlers, the UK’s number one micro-snacking burger, says the move highlights how products from the ‘hot, quick & tasty’ category are increasingly being used to fill the hunger gap – at any time of the day.

“Hot, quick & tasty products, including microwavable burgers, are meeting growing consumer demand for food that can be prepared in a matter of minutes, including at breakfast when people often want hot, tasty food, but haven’t got the time or inclination to prepare a traditional cooked breakfast,” says Armstrong.

However, despite their huge growth in popularity in recent years as a round-the-clock hot snack, microwavable burgers still don’t make it onto the breakfast table in most households during the week.

“The exception, however, tends to be at weekends when rules are relaxed and something hot, quick & tasty like a Rustlers burger, or a ZUGO’s Deli Cafe panini, really hits the mark, particularly after a night out,” adds Armstrong.


KCF has also noticed a surge in demand for its market-leading products among shift workers, many of whom opt for a microwavable product when they return home in the early hours, after the night shift.

“Whether it’s a late night snack, or a quick-to-cook start to the day, there’s a role for microwavable burgers such as Rustlers, and other hot, quick & tasty products, across a wide variety of eating occasions, including breakfast,” concludes Armstrong.

Kepak Convenience Foods

Tel: 01772 688 300

Twitter: @kepaktrade

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