- Rustlers Sidekicks 4x Nacho Chicken Bites (RRP £2)
- Rustlers Sidekicks 12x Hash Brown Tots (RRP £2)
- Available May 18th in Asda stores
Rustlers, the £109m chilled snacking powerhouse[1], is helping retailers reclaim spend from the quick-service restaurant sector with the launch of a new handheld snacking range, Rustlers Sidekicks.
Designed to compete with high-street fried chicken outlets, the Sidekicks range offers consumers a smaller, convenient treat or to enjoy as part of a wider meal occasion.
The lineup debuts with two varieties: Rustlers Nacho Chicken Bites and Rustlers Hash Brown Tots, RRP £2, which will be available in Asda from 18th May.
Chicken snacking now makes up a 38% share of quick-service restaurant spend,[2] with demand buoyed in recent years by TikTok content around phenomena such as the ‘chicken crunch’ satisfaction.
With 30% of TikTok users visiting supermarkets in person after being directly influenced by social content[3], Rustlers believes Sidekicks presents retailers with an opportunity to increase relevancy among younger shoppers, who are more likely than older consumers to buy into snacking products.[4]
As consumers look for treats with both taste and texture elements and as ‘chicken crunch’ continues to increase in popularity, Rustlers Nacho Chicken Bites are ideally placed to offer consumers the desired crunch satisfaction in a convenient treat. Coupled with the popularity of hash brown tots as a potato variety for mealtimes, Rustlers Hash Brown Tots bring versatility to the category complimenting breakfast or burger meals.
Monisha Singh, Consumer Foods Marketing Controller, Foods Division at Kepak, said: “Rustlers Sidekicks are designed to help retailers tap into two distinct market shifts. While busier lifestyles continue to drive the demand for on-the-go options, we are also seeing the ‘GLP-1 effect’ driving a preference for smaller, portion-controlled bites.
“Sidekicks present a multi-occasion opportunity. They add value to meal deals and ‘night-in’ bundles, while equally appealing as a standalone snack. As in-home consumption of QSR-style meals grows, we are giving retailers the tools to compete with high street food outlets and drive sales and profits.”
The Sidekicks range is engineered for convenience; the Hash Brown Tots take eight minutes to prepare, while the Nacho Chicken Bites are ready to eat in just six. Initial consumer research found that 62% of consumers would choose the range as either a mid-day snack or a quick lunch solution.[5]
[1] Nielsen EPOS Value Sales 52 w/e Sep 6 2025
[2] Vypr, Sep 25
[3] Gen Z Food Trends 2025” report. TFB Trend Hub report 2025-2026
[4] Gen Z Food Trends 2025 report. TFB Trend Hub report 2025-2026
[5] Vypr, Sep 25
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