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Rustlers, the £109.1m chilled ready meals brand,1 is adding a new spicy extension to its range with the launch of Limited Edition Peri Peri Chicken Burger.  

Containing two southern fried chicken tenders with a peri peri sauce sachet and a sesame seed bun, the launch is aimed at both lunch and dinner shoppers, allowing them to easily replicate out-of-home menu favourites.

While popular spicy chicken burgers at mainstream quick-service restaurants are typically priced from £4.79, Rustlers Limited Edition Peri Peri Chicken Burger has an RRP of £1.80, offering great value and appealing to the growing number of cost-conscious consumers.

The NPD is already available in Sainsbury’s and will arrive on shelf at Tesco and Asda on 15th May and 10th June respectively. The launch will be supported by a strong through-the-line activation plan going live on the 1st of June 2024.

“The launch of the Limited Edition Peri Peri Chicken Burger reaffirms our commitment to providing great-tasting at-home alternatives for restaurant offerings during a time when shoppers have less disposable income to treat themselves,” said Elaine Rothballer – Head of Marketing Consumer Brands at Kepak.

“We know that 93% of fakeaway and lunch occasions are at home, so we need to tap into this more to drive our growth*2. We’re confident our new tasty Limited Edition Peri Peri Chicken Burger will be enjoyed by shoppers looking to enhance their mealtimes without paying restaurant prices.”

For more information visit: https://www.kepaktrade.co.uk/

[1] Nielsen Total Micro-Snacking, 52 & 12WE 28th October 2023

2 IGD ShopperVista. Base: 4,244 diary entries from 300+ GB respondents between 28th February – 7th March 2024. 2,371 in home occasions.

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