Kepak Convenience Foods has launched a new Mexican Rustlers Burrito.

Designed to capitalise on the growth in popularity of Mexican food, it will sit alongside the Rustlers BBQ Chicken with Cheese wrap.

The brand has also announced new direction, redefining its category as ‘Hot, Quick & Tasty’. In an effort to help retailers boost chilled sales, it will be urging them to re-evaluate how they approach convenient hot meals and how they stock them in their store.

“We’re now urging retailers to re-appraise how they approach foods that are eaten as ‘quick, hot meals’ as it’s very evident from all the research we have done - and independent social trend analysis – that this sector is poised for strong and sustained long term growth,” said Kepak marketing director John Armstrong.

“We’ve taken a long, hard look at a group of chilled products that suit the quick, hot meal occasion, but are different to ready meals, cold snacks and sandwiches.  Products that fit into the Hot, Quick & Tasty category can all be eaten hot, prepared in less than 5 minutes and are single serve. They are all chilled and nothing needs to be added to them.”

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