Kepak Convenience Foods is giving the UK’s £116 million* hot snacking market a massive boost with the relaunch of Rustlers, its market-leading product range. Key elements of the relaunch include an eye-catching new pack design that leads with taste and quality reassurance, rather than cooking speed. All beef & pork is now sourced exclusively from the UK and Ireland. In addition, the taste appeal has been improved with a stronger, flame grilled charcoal flavour, due to an upgraded cooking process.
John Armstrong, Kepak Convenience Foods’ Marketing Director, says the relaunch addresses the needs of both mums, who act as gatekeepers, and the core consumer base of 16 to 24-year-old males.
“Following on from consumer research to help us understand barriers to purchase, we identified that we needed to address the requirements of the gatekeeper and the end consumer. We recognise that provenance and quality reassurance are increasingly important to mothers. Maintaining the same great taste will enable us not only to retain brand loyalists but also to drive growth and penetration.”
The relaunch follows a year in which Rustlers has continued to be the leading brand in the buoyant hot snacking market, which has seen growth of 21%** in the last year. The Rustlers brand has continued to demonstrate its popularity, having been bought by nearly 3 million households** with 60** per cent of consumers returning to buy the brand again.
Alongside the re-launch, Rustlers have teamed up with Rockstar, makers of popular street racing video game, Midnight Club, to celebrate the release of their latest edition Midnight Club L.A.
This is a further sign of Rustlers continuing commitment to an affiliation with the gaming industry. This followed their recent appearance at the PC Gamer Showdown, the live gaming tournament at which Rustlers handed out free burgers & provided a massage service to gaming contestants.
Rustlers branding will appear throughout the game environment, on vehicles, poster-boards and bus stops. An on-pack promotion launches on the new packaging in November offering a consumer the chance to win a 5* holiday to L.A.
* Nielsen Latest MAT Extrapolation.
** Nielsen 52 w/e 6th September 2008.
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