Kepak Convenience Foods (KCF) is investing heavily in its market-leading Rustlers’ range, enabling retailers to promote hot snacks as an ideal choice for any big night in. As the in-home movie and big night in market continues to flourish, Kepak is developing a hot snacking range that spans the widest possible range of eating occasions. KCF is spending a record £5m this year on marketing support for its flagship Rustlers brand including all-year-round TV advertising.
“People planning a night in, whether it’s just to have a few beers whilst watching the football or a DVD, or getting to grips with the latest gaming releases, want tasty, filling snacks that can be prepared quickly and conveniently,” says John Armstrong, Kepak Convenience Food’s Marketing Director.
“The Rustlers range is perfect for this as every product in the range can be cooked in just 70 seconds – less than the time it takes for a commercial break.
“Its unique in-pack hot plate means that Rustlers products can be enjoyed without worrying about who’s going to do the washing up! This highlights the genuine convenience of the range and provides a time and labour saving boost for Rustlers’ core young adult male market,” said John.
Whilst still relatively young, the hot snacking market in the UK is worth £102m with 5 million packs of Rustlers reaching the hands of 16-34-year-old males every month and 7 out of every 10 products sold made by Kepak*.
John has some great advice for promoting KCF products, he says: “It certainly pays to display as far as Kepak is concerned. Many hot snacking products are bought on impulse and if customers can’t see the Hot Snacking products available in the chilled area, retailers will miss out on major sales opportunities.”
Student sampling campaigns and on-pack promotions are in the pipeline for Rustlers ensuring that a high level of consumer’s awareness continues.
* Source: Nielsen 52 w/e 22nd March 2008.
Kepak Convenience Foods
Tel: 01772 688347