Kepak Convenience Foods is catering to the premiumisation trend with a new offering from its Rustlers brand. The Rustlers Gourmet range consists of The Classic Burger and The BBQ Burger, both of which are made with 100% beef in a brioche bun and are packaged in premium cardboard sleeves.
The NPD is one part of the brand activity, which also includes relaunching the core range with new pack designs that “will be instrumental in dialling up Rustlers’ taste and quality credentials to people who have yet to try the brand”, explains Adrian Lawlor, marketing and business development director.
A £2.5 million campaign is backing the initiative, with social media activity, TV advertising, increased field sales coverage and upweighted marketing support. “This will ensure that demand for the core and new Gourmet ranges will be really strong,” adds Lawlor.
Retailers ranked Rustlers their No.1 partner in chilled ready meals and food to go (him!) and Kepak plans to double sales of the brand in convenience within the next three years.
Tel: Kepak (01772) 688300