- Available now in Tesco, Morrisons and Sainsbury’s.
- Rolling out in Asda 11 May
- (RRP £2.50, 148g)
Rustlers is expanding its roster of QSR-inspired options with the launch of a new category boosting takeaway classic.
Rolling out in chilled fixtures across major retailers this April, The Classic Doner Kebab features doner meat wrapped in a rustic flatbread, alongside chilli and garlic sauce sachets. Designed as a heat-and-eat option, the handheld product can be prepared in four minutes in an air fryer and is perfectly positioned as a quick and tasty meal solution.
The launch comes as demand for doner meat continues to grow, with major QSR chains showing some of the strongest outlet growth in 2024[1]. Rustlers is making the most of this trend by offering shoppers a convenient, affordable way to recreate takeaway favourites at home.
As demand for ‘fakeaway’ meals is also rising, the £109m chilled snacking brand[2] is helping retailers tap into the profit-boosting buzz with a wide range of great tasting products, all suitable for air fryer cooking for optimum taste and convenience.
The Classic Doner Kebab is the latest in a series of targeted NPD from the brand, following the recent launch of its chilled Rustlers Spicy Chicken Fillet Burger and its first move into frozen meal kits with the Rustlers Meal Kits range, including the Rustlers Irish Style Chicken Spice Box.
Elaine Rothballer, Head of Marketing – Consumer Brands at Kepak, said: “The doner kebab remains a staple of UK takeaway culture.
“Consumers are looking for the ultimate in convenience, something that’s quick, tasty and mess-free. With our new Rustlers Classic Doner Kebab, we’re bringing the trusted taste of a takeaway favourite into the home, delivering bold flavour and quality at an accessible price point.”
The launch will be supported by in-store and above the line activity to further drive awareness and sales.
[1] Lumina Intelligence ODI 52we 28th September 2025
[2] Nielsen EPOS Value Sales 52 w/e Sep 6 2025
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