Busy, on the move shoppers want easy access to hot food to go when they’re out and about – and this is good news for retailers stocking Rustlers, the UK’s No. 1 micro-snacking brand*1.

The growing microsnacking category provides retailers with an opportunity to make more money from the chiller cabinet with Rustlers perfectly placed to help retailers take their share of the profit with its range of quick to cook micro-snacks.

“Quick to cook microsnacks such as Rustlers are ideal for shoppers looking for hot and tasty products that can be heated in-store and eaten on the go. With more than half of micro-snacks being bought on a food to go mission*2 we’re working very closely with retailers to educate them on the right range for them and merchandising best practice.”

says Angela Daulby, Channel Director for Rustlers, Convenience Retailers No.1 Partner in Chilled Ready Meals and Food to Go*3

* 1 IRI Total Market 52 w/e 25th February 2017

* 2 HIM! HQT Shopper Insight 2014

* 3 HIM! Bespoke Retailer Survey December 2016


“Food to go is more popular than ever in convenience. We’re in double digit growth which is in stark contrast to the competitive set*1,” adds Angela.

“Micro-snacking overindexes at lunchtime, with 20% of c-store shoppers on a food to go mission*3. It’s even higher in the micro-snacking category, which over indexes significantly in convenience, with the figure rising to 53%*2.

“One in four UK adults have bought food to go from convenience stores in the last seven days*4, but they still want more hot food options, particularly at lunchtime*3.

The market-leading Rustlers range enables retailers to tap into the fast-growing hot food to go occasion.”

The new gourmet range from Rustlers taps into the high street gourmet food trend. The Rustlers Gourmet Classic Burger, packaged in a premium cardboard sleeve, consists of a flame grilled burger made with 100% beef served in a brioche bun, with cheese, streaky bacon, American-style mustard mayo and tomato relish.

Extensive research has proved that Rustlers Gourmet will recruit new consumers to the category and 80%*6 of shoppers have said they’re interested in experiencing the gourmet burger trend at home*5 The launch coincides with the introduction of eyecatching new packaging across the Rustlers range which will be instrumental in dialling up Rustlers taste and quality credentials to people who have yet to try the brand.

*1 IRI Total Convenience 52 w/e 25th February 2017

*2 him! HQT Shopper Insight 2014

*3 him! CTP 2014

*4 him! CTP 2015

*5 Transgressive X Brand Study 2016


“Rustlers consumers are more loyal than those of competitive brands*1,” adds Angela. “Combine this with the fact that 62 Rustlers are sold every minute in convenience*2, 36 of which are from our Top Six Sellers*2, by stocking these top-selling SKUS retailers can be confident they’re stocking products that shoppers are actively seeking. The brand is currently in double-digit growth in the channel with the Top Six Sellers accounting for 55% of the total category value*2.”

Rustlers Top Six Sellers range includes the best-selling micro-snacks in the market:

1. The Rustlers Flame Grilled Quarter Pounder (the UK’s number 1 microsnack* 3, with 29 packs sold every minute*3 and already bought by over 2 million households*4

2. The Rustlers Deluxe (Bacon Cheeseburger), with 74% YoY growth in convenience alone*2

3. The Rustlers Flame Grilled BBQ Rib, the UK’s second best-selling microsnack* 3

4. The Rustlers Classic Gourmet, taps into the high street gourmet food trend.

5. The Rustlers Flame Grilled Chicken Sandwich, popular with female shoppers.

6. The Rustlers Southern Fried Chicken Hot Sub, which has brought the mass market Subway format into microsnacking.

*1 Transgressive X Brand Study 2016

*2 IRI Total Convenience, 52 w/e 25th February 2017

*3 IRI Total Market 52 w/e 25th February 2017

*4 Kantar Worldpanel, 26th February 2017


“Offering hot food is important but it doesn’t have to be a challenge. The Rustlers microwave is an inexpensive addition to a store and can boost sales of hot snacking products without the concerns over waste, and the additional labour costs associated with food to go counters,” says Angela.

The Rustlers branded hot food-to-go microwave unit has been shown to boost sales by 86%*1. Ideally, it should be sited next to the front-of-store chiller or with other food-togo option, which act as a signpost for shoppers. To maximise visibility, free POS advises shoppers that they can heat up the products in-store after purchase.

The unit is pre-programmed to cook the best-selling Rustlers SKUs, but it can also cook other microwavable products. It comes with a large preparation area and built-in waste bin to keep the surrounding area tidy. Orders can be placed by phoning Kepak on 01772 688300 or emailing microwaves@kepak.com.

* 1 Kepak internal sales data – Dec 2015


Tel: 01772 688300

Email: microwaves@kepak.com

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