Kepak launches new range in bid to grow convenience sales

Kepak Convenience Foods has set out its ambition to double sales in the convenience channel by 2020, by capitalising on the gourmet burger trend with a new Rustlers range and packaging. 

Backed by a £2.5 million (m) consumer marketing spend, the NPD drive sees Rustlers introducing two ‘Gourmet’ flame-grilled burgers, both made with 100% beef, in a brioche bun.

The Rustlers Gourmet range, packaged in a premium cardboard sleeve, comprises The Classic Burger and The BBQ Burger.

“Rustlers Gourmet burgers will attract new shoppers and build on the brand’s new ‘Great Taste, Great Beef, Always’ positioning, showcasing our unrivalled ability to provide a combination of great flame-grilled taste, high quality and quick-to-cook convenience,” said Adrian Lawlor, Kepak Convenience Foods’ marketing and business development director.

Kepak has also introduced new packaging across the Rustlers range (pictured above).

“The new pack designs will be instrumental in dialling up Rustlers taste and quality credentials to people who have yet to try the brand,” added Lawlor.

The brand took learnings from a recent HIM study, conducted on behalf of Rustlers.

“The study showed that although retailers rank Rustlers as their No. 1 partner in chilled ready meals and food to go, there are areas where we can improve our advice to unlock further growth,” added Lawlor. “For example, many retailers consider Rustlers as a ready meal, while the biggest consumption occasion is actually lunch, highlighting the growth opportunity that exists through dual-siting in the main convenience section, as well as front-of-store sandwiches.”

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