Kepak has unveiled a new look for its Rustlers micro-snack brand.


The new packs feature ‘flame grilled’ and ‘100% British and Irish beef’ messaging to highlight the provenance and flame-grilling process of Rustlers products, which it is hoped will in turn drive shopper reappraisal of the brand.

“Fresh and chilled is the largest sector in the total grocery market, driven by an increase in buyers and shoppers purchasing more frequently, which highlights the importance that retailers should place on chilled convenience,” says Monisha Singh, shopper marketing manager at Kepak Consumer Foods.

“Clear tiering of the range, a new design and protein led colour coding, will make the category easier and quicker to shop for today’s time pressed consumers, while offering obvious trade up options.

“We are living in the age of convenience with more focus than ever before on the speed and ease of preparation, underpinned by a growing focus on the quality of the food we eat. Convenience can no longer afford to come with compromise. Whilst Rustlers is synonymous with convenience and speed, it also has fantastic quality credentials, which will be strongly dialled up as part of this relaunch.”