quarter-pounderKepak Convenience Foods (KCF) is rolling out a heavyweight UK brand support programme throughout 2010.

The number one name in the UK’s £108 million* hot snacking market will be backing its Rustlers best-selling brand, with sustained marketing support all-year-long.

The announcement follows a year in which the hot snacking category flew in the face of the recession, growing at 8%* thanks in part to the fact that almost one quarter of a million more consumers bought into the category year on year*.

Rustlers, the UK’s number one hot snacking product and the consumers’ preferred choice, will be supported by national TV advertising featuring the popular ‘One Finger Food’ commercial across terrestrial and satellite TV, including during the World Cup finals.

Marketing support will also embrace on-line technology with a programme of pre-roll adverts. On-pack promotions will feature prominently, including a renewed partnership with Thorpe Park, one of the UK’s most popular young adult visitor attractions.

“The trend towards people eating more in the home shows no signs of slowing, with one in five people forecast to eat out less this year. People are also working longer hours and want to enjoy food that fits in with their busy lifestyles and can be prepared quickly and conveniently, at work or home. This is where hot snacking products come into their own,” says Kepak Convenience Foods Marketing Director John Armstrong.

“We will ensure that Rustlers maintains its position as the dominant force in UK hot snacking by delivering a heavyweight package of support that matches the brand’s market-leading position.

“Continuous investment throughout 2010 will maintain high brand visibility among existing hot snacking consumers and will introduce new consumers to the category.”

hot-subs-chickenMarketing activity will support both Rustlers and recently launched Rustlers Hot Subs. The new range, which comprises Southern Fried Chicken with Creamy Mayo and Tangy Meatballs with Tomato and Herb Sauce, is the most successful product launch ever seen in the UK’s hot snacking category, achieving sales of almost £4 million in just 5 months.

KCF will also be supporting its leading brands with dedicated POS for the retail and cash & carry sectors, drawing retailer and consumer attention to the UK’s best-selling hot snacking brands. The POS will highlight the importance of availability, boosting awareness and sales.

KCF is urging retailers to capitalize on the growing demand for hot snacking products.

* Nielsen Scantrack Total GB 52 w/e 28.11.09

** Nielsen Homescan 52 w/e 28.11.09.

For more details, including POS availability, call 01772 688300.

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