Kepak Convenience Foods is set to acelerate the growth of the UK’s £122 million* micro-snacking market by launching Rustlers Super 6 – a range of Rustlers top-selling SKUs all price-marked at £1.99.


“The key to retailers maximising sales from the chiller is to stock the competitively-priced products that their shoppers are looking for and micro-snacks are no exception,” says John Armstrong, Kepak Convenience Foods’ Marketing Director.

“By focusing on Rustlers Super 6, convenience retailers can share in what we reckon will be an additional £5 million worth of micro-snacking sales in the first year. The introduction of price-marking across the range strengthens the offer, providing price-conscious consumers with the reasssurance they’re looking for.”

Rustlers Super 6 PMP range, which already accounts for more than 40% of all sales within the micro-snacking market of 60 SKUs, will roll out from October onwards.

Retailers will also have the option of buying the range in cases of 4, for optimum chilled fixture management.

“Micro-snacks are already amongst the top-performing products in the entire chilled foods market,” adds Armstrong.

“For the one in four convenience retailers who already stock Rustlers, this is an opportunity to grow sales by an average of more than 20%. Perhaps more importantly, it’s also an opportunity for the three quarters of convenience retailers who don’t stock micro-snacks currently to benefit from a major new profit contributor.”

The importance and relevance of chilled products to consumers is highlighted by research which confirms that people take food out of the fridge at home an average of 42 times a week, almost twice as often as from the cupboard**.

Rustlers Super 6 comprises the UK’s best-selling micro-snacking products and recently-launched products which are generating incremental category growth by tapping into the latest consumer trends.

The range includes the £25 million Rustlers Quarter Pounder, already bought by 2 million households and the undisputed king of micro-snacking. It also includes the BBQ Rib, the UK’s second best-selling micro-snack and Chicken Sandwich, a healthier option popular with women.

Completing the line-up are Rustlers Hot Subs Fried Chicken, which has brought the mass market Subway format into micro-snacking, the Deluxe (Bacon Cheeseburger) and recently-launched Rustlers Tikka Chicken Hot Naan, meeting the UK’s growing love of Indian food.

* IRI 52 w/e August 16, 2014

** Kantar

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