Bold plans to grow the UK’s £150 million*1 micro snacking category by £50 million over the next four years have been unveiled by Rustlers, the UK’s best-selling micro snack.
One of the key growth pillars will be the continued focus on doubling Rustlers’ sales in convenience, where the Rustlers Super 6 range (all £1.99 PMP) already accounts for 59%*2 of all micro-snacking sales.
Sustained, high profile investment in Rustlers, including a £2.5 million marketing spend over the next 12 months, will lead the charge.
The marketing support will be spearheaded by new TV advertising which breaks in November this year (more details to follow), boosted by a major digital and outdoor campaign.
The above-the-line activity will be complemented by new packaging and category-boosting NPD scheduled for spring 2017, all geared to growing Rustlers’ consumer base.
“We’re in a very strong position because people who currently buy Rustlers rate the brand higher than loyalists of all other brands in our competitive set”, says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.
“However, the challenge and major opportunity we and our retail partners have is to improve the perception of Rustlers amongst people who have yet to try the product by addressing the gap between perception and reality – and our marketing drive will focus on that.
“We’re building on a really positive platform with the £100 million*1 Rustlers brand currently growing significantly ahead of the category, with year-on-year sales up 18%*3 .”
The potential for growth is highlighted by the fact that 2 out of every 5 convenience stores still don’t consistently stock Rustlers Quarter Pounder, the UK’s best-selling micro snack.
Marketing activity will show that Rustlers are cooked by a unique flame grilling process, resulting in a distinctive barbecue taste and smokey flavours.
“We’ve always delivered great taste from the very best beef and this underpins everything we do, but now we’re shouting about the fact that with Rustlers it’s ‘Great Taste, Great Beef, Always’.
As part of its ambitious growth plan, Rustlers has targeted a 5 per cent increase in household penetration, to 25 per cent, and a 16 per cent increase in household spend, to £21.
In the convenience channel, Rustlers will be working with retailers on the benefits of dual merchandising in the food to go chiller and the increased profits that can be made by giving shoppers the chance to microwave Rustlers in-store.
“Food to go is forecast to increase by 10 per cent in the next five years and is becoming increasingly important in the convenience channel, where it’s already worth almost £5 billion. As more than half of all micro snacks are bought on a food to go mission, we’re going to work closely with c-store retailers to make the most of this key sales opportunity,” adds Lawlor.
*1 Kepak estimates 52 w/e 16th July 2016 (created due to low convenience read from IRI)
* 2 IRI Total Convenience, 52 w/e July 16th 2016
* 3 Kepak estimates (based on IRI and KWP) 52 w/e 16th July 2016