Quarter-pounder-1Kepak Convenience Foods (KCF), the number one name in the UK’s £108 million* hot snacking category, is unveiling its latest move as part of an on-going commitment to product improvements for its market leading brands.

Following extensive consumer research, in which numerous product changes were considered, KCF has introduced a new McDonald’s inspired sauce to its Rustlers burger products to create the best Rustlers product ever.

The research sought to find ways of increasing overall product quality across the range, with the ultimate objective of increasing consumers’ intention to purchase and attracting new consumers to the hot snacking category.

A number of options were researched, with consumer feedback highlighting that the new and improved sauce would have a significant impact on their decision to purchase.

Trials saw an 88% increase** on the rating of the overall product taste, plus an increased intention to purchase from both new and existing consumers guaranteeing to increase hot snacking sales.

New pack designs and dedicated POS will help retailers communicate the improvements to consumers.

John Armstrong, Marketing Director at KCF comments: “The Rustlers brand is well established and has a solid consumer base that has generated £57 million worth of sales in the last 12 months***.


“We are continually developing new ideas and initiatives to support the entire Rustlers range and we always listen to consumer feedback which is why we’ve introduced new flavour sauces to both the burger and BBQ Rib products. The research highlighted that of those consumers who had a preference, 76%** preferred Rustlers to its nearest competitor so we’re certain that the new sauces will have a positive impact on sales for all retailers.”

KCF urges retailers to stock up on Rustlers to make sure they get their share of this profit opportunity.

KCF is so confident in the quality of its new Rustlers products that it is inviting retailers to try them for free. To claim a free voucher, simply email your details to rustlers@mtjpr.co.uk. Only one voucher will be provided per store, while stocks last. Vouchers can be redeemed in all good retailers.

The new sauce is featured on the following products:

• The flame grilled Quarter Pounder

• The flame grilled Big One

• The flame grilled Deluxe with Bacon & Cheese

• The flame grilled Cheeseburger

* Nielsen Scantrack 52 w/e 20.03.10

** Cambridge January 2010

*** Nielsen Scantrack 52 w/e 12.06.10

Contact: 01772 688 300.

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