Rustlers, the £107.1m1 Chilled Ready Meals brand from Kepak, is appealing to the growing number of consumers cutting back on eating out with the launch of two new products which imitate their takeaway favourites.
The Marinara Meatball Sub and All Day Breakfast Stacked Double Sausage Bap (with Cheese & Tomato Ketchup), offer retailers hot new additions to the fixture that can easily replicate the Out of Home menu favourites their shoppers are craving as they continue to curb spend.
The products will both launch into the grocery channel in April, with the Double Stack in ASDA stores.
“With the increasing cost of living, the rise of the ‘fake away’ trend (recreating takeaway favourites at home) is set to continue as consumers seek credible grocery alternatives instead of eating out*2. Both the Meatball Sub and Double Sausage Bap tap into this opportunity and allow shoppers to recreate much-loved QSR favourites at a great price,” says Elaine Rothballer – Head of Marketing Consumer Brands at Kepak.
Rustlers’ Marinara Meatball Sub (RRP £2.30, case size 4) joins the brands’ existing hot eat sandwich range, including The Southern Fried Chicken Sub, with a total market value of £5.6 million1.
Rustler’s Stacked Double Sausage Bap (RRP £2.50, case size 4) joins the brand’s award winning All Day Breakfast range, comprising the Sausage Muffin and Pancake Stack worth over £10.2m*1
1: Nielsen Total Market, 52we 18th February 2023
2: IGD Research Trade Up Trade Down 2022
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