Kepak To ‘Pull’ in New Consumers With On-Trend Rustlers NPD

Kepak Convenience Foods, the market leader in the UK’s £152 million*1 micro-snacking market, is tapping into one of the UK’s biggest current food trends with the launch of Rustlers Pulled Pork sandwich.

The latest variant to join the UK’s best-selling micro snack*2 and No.1 chilled branded ready meal, is made with slow-cooked pulled pork.

Rustlers Pulled Pork

Rustlers Pulled Pork

The 159g product (rrp £1.99) is scheduled for launch in April.

Stuart Meikle, Kepak Convenience Foods’ Channel Director, said: “Pulled Pork continues to be one of the most popular dishes in foodservice and has gained a strong following in quick service, high street food outlets.

We’re confident that the combination of another great-tasting Rustlers product that’s on trend, boosted by the convenience of a quick cook time, will strike a chord with consumers and broaden Rustlers’ appeal.”

The Pulled Pork launch comes as Kepak rolls out #FLAMINTASTY, its biggest ever sampling campaign for Rustlers, reaching over 1.5 million people in phase one and featuring a money-back guarantee for the first time.

*1 Kepak estimates, based on IRI Total Market Vol 52 w/e January, 2 2016and average price
*2 IRI Total Market 52 w/e November 7, 2015

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