Kepak Convenience Foods is boosting the UK’s £106 million hot snacking category by adding Zingy Chicken to its market-leading Rustlers range.
The new variant is available exclusively to the multiple retail sector and will form part of Rustlers’ core product range, joining the best-selling flame grilled Quarter Pounder with cheese, the flame grilled Chicken Sandwich and the BBQ Rib,
Zingy Chicken was previously available as a limited edition.
“The introduction of a distinctive, new variant to our core range will attract more consumers into the hot snacking category and encourage trial among Rustlers’ loyalists,” says Stuart Meikle, Kepak Convenience Foods’ Business Unit Controller.
“Zingy Chicken struck a chord with consumers when it was introduced as a limited edition variant, delivering an excellent rate of sale, and it will now generate incremental category growth as a popular new addition to our core range.”
Zingy Chicken will be packaged in outers of 4 and 8, with an rrp of £1.49.
The launch follows the recent unveiling of a major marketing campaign for market-leading Rustlers, spearheaded by a new TV and cinema advertising campaign.
A new, 30 second commercial features a finger detaching itself from a lad engrossed in a computer game, journeying to the kitchen and preparing a tasty Rustlers burger.
The commercial’s strapline ‘One Finger Food’ highlights the ease with which all Rustlers hot snacking products can be prepared, moving the brand focus from speed to ease of preparation.
Kepak Convenience Foods
Tel: 01772 688300
www.rustlersonline.com
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