Kepak Convenience Foods has announced a multi-million pound investment in an effort to double sales in the convenience channel over the next three years.
The micro snacks supplier hopes to grow the hot, quick & tasty category and has targeted annual sales in convenience of £66m by 2018.
The brand’s look will undergo a major overhaul this year, including the introduction of a refreshed logo and new packaging to reflect its growing male and female consumer base.
“Young lads can no longer make an exclusive claim on Rustlers,” said Kepak marketing director John Armstrong. “Rustlers has evolved and has attracted lots of new consumers, so much so that 40% of Rustlers consumers are female and the age profile of Rustlers’ consumers now stretches from 16 to 34-year-olds.
The Rustlers brand will also see the introduction of two panini products, chicken & pesto and pepperoni, to its range along with a limited edition £1 PMP ‘Hot and Kicking’ range. Kepak will also be boosting the Rustlers offering with a ‘cook in pack’ range which will include the Quarter Pounder and Bacon Roll.
The Hunger Monkey TV commercial will be back on TV this autumn, delivering the ‘hunger satisfying’ message while an on-pack promotion linking with this summer’s blockbuster movie, Terminator Genisys, will run in June and July across eight million Rustlers packs, backed by a digital drive on YouTube and Video on Demand.