Rustlers Hot Subs has smashed the £10 million sales barrier in its first 12 months, making it the most successful hot snacking launch in the history of the £107 million* category.
In doing so, the three-strong range of products has attracted more than 1.5 million households to the category.*
Its success has reinforced market leader Kepak Convenience Foods’ (KCF) proven track record in product innovation and introducing successful food service concepts to retailers.
The range, which comprises Southern Fried Chicken with Creamy Mayo, Tangy Meatballs with Tomato and Herb Sauce and Chicken, Bacon & Cheese Club has an RRP of £1.99 which is lower than the average sandwich, making it the perfect lunchtime solution.
John Armstrong, Marketing Director at KCF comments: “The hot subs concept is clearly an outstanding success on the high street and we’ve transferred that popularity and demand into retail.
“Our research highlights that 48%* of shoppers who have purchased Rustlers Hot Subs once return to buy the brand again and again.
This highlights that retailers can also tap into the subs market and compete head-on with high street foodservice operators.
“Within 12 months our Southern Fried Chicken product is already the sixth best selling product in the microwaveable snacking category, with our Meatball product following closely behind.*
“The products have increased Rustlers appeal to a much larger audience and introduced new consumers to the category. We’re confident this will continue as we have big brand investment planned for 2011.”
The products have longer shelf lives than the average pies, pasties and sandwich products, resulting in longer sales opportunities, and less waste for retailers. The longer shelf lives also boost appeal to consumers as, in the current economic climate they are becoming increasingly conscious of food waste.
KCF urges retailers to stock up on Rustlers Hot Subs to make sure they get their share of this profit opportunity.
* Nielsen 52 w/e 04/09/10
Contact: 01772 688 300
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