Kepak Convenience Foods is introducing Rustlers, the UK’s topselling microwavable snack and chilled ready meal brand*1, to a new eating occasion with the launch of the Rustlers All Day Breakfast Sausage Muffin. The new breakfast product features a sausage patty in a muffin bun, topped with cheese and tomato ketchup, with an rrp of £1.50.

“Last year we conducted our largest ever shopper study and learned that despite not having a breakfast product in our range, breakfast was already an important consumption occasion for the brand,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.

“The shopper study highlighted that Rustlers competes with high street foodservice operators for a number of consumption occasions, in particular lunch, helping our retail partners to win footfall from the QSR’s. Breakfast gives us, and our retail partners, the opportunity to build on this, as it’s an occasion that is performing exceptionally well on the high street.

“We wanted to launch a product concept that was well established in foodservice and critically that would be competitive, from a value for money perspective, with the leading players in the sector – McDonald’s and Greggs.”

The new product will roll out across the grocery and convenience channels from early April. “We’re recommending that retailers launch the product in their food to go fixture in order to capitalise on the opportunity to target the high street, although we believe a significant secondary option exists for planned breakfast on the main fixture alongside the rest of the Rustlers range,” adds Lawlor.

“The breakfast product launch underlines the growing contribution that chilled convenience can make in retail. A key driver of this is the rise in consumer demand for meal and snack solutions that make their lives easier. This is creating opportunities for retailers to grow shopper missions such as food to go and we have a range of support packages that can enable retailers to exploit these opportunities.”

The launch comes as the UK’s micro-snacking category is valued at more than £120 million*2, with one in five households now buying into the category.*3

*1 Kantar Total Burgers and Hot Eat Sandwiches 52 w/e 10th September 2017

*2 IRI Total market 52 w/e November 11th 2017

*3 Kantar worldpanel 52 w/e November 5th 2017


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