Rustlers, the £109m powerhouse of chilled snacking[1], is breaking new ground in the frozen aisle with the launch of five Rustlers Frozen Meal Kits, available in Sainsbury’s, Asda and Farmfoods from 23rd March.
The range, which is centred around chicken as the main protein component, features popular out of home choices, including Rustlers Crispy Southern Fried Chicken Feast Box, Rustlers Irish Style Chicken Spice Box, Rustlers Spicy Breaded Fillet Burger & Waffle Fries as meal kits for two. Rustlers Loaded BBQ Popcorn Chicken Wedges and Rustlers Chilli & Garlic Chicken Gyros are launch as meal kits for one.
In a move set to disrupt the category, Rustlers has identified a growing demand for convenient meal kit solutions that emulate trending flavours seen in QSR outlets. The range is ready to cook from frozen, in around just 15 minutes in an air fryer.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, says, “Rustlers is synonymous with convenient chilled snacks and meals that deliver on taste and value for shoppers cooking at home. This year the brand is expanding into frozen meal solutions, bringing popular dishes into the freezer aisle, to make it even easier for shoppers to recreate “fakeaway” occasions at home.”
To support the launch, the brand will be taking over freezer aisles with branded bay and aisle takeovers to highlight the NPD and drive shoppers to the fixture. The launch will also be supported with ATL comms, with a focus on digital media, alongside an impactful marketing campaign.
[1] *1 Nielsen EPOS Value Sales 52 w/e Sep 6 2025
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