Rustlers Broadens Appeal And Satisfies Hunger With Panini Launch

Kepak Convenience Foods is continuing to broaden the appeal of Rustlers, the nation’s favourite micro-snacking brand(*1), with the launch in May of two great-tasting Panini products.

The new Panini lines are Chicken & Pesto (flame grilled chicken with mozzarella and a pesto mayonnaise) and Pepperoni (slices of pepperoni with mozzarella and a tomato and herb sauce).

Both products feature an RRP of £2.39 – £2.49 and are merchandised in outers of 4.

New Rustlers Hot Panini

New Rustlers Hot Panini

Kepak Marketing Director John Armstrong says Panini products are now ‘mainstream’ and so widely available in foodservice that introducing Panini to Rustlers – and driving the growth of Panini in retail – is a ‘natural next step’.

As our audience matures and broadens, we are ensuring that the Rustlers’ range evolves accordingly. The two new Panini lines feature flavour combinations that are familiar to consumers and will continue to broaden the appeal of Rustlers, also giving brand loyalists another strong reason to buy.”

The new products will be backed by nationwide sampling plus a dedicated social media campaign and will benefit from major on-pack activity and TV advertising scheduled for Rustlers later in the year.

In consumer trials, 80% of people said they found the concept of a Rustlers Panini appealing and the purchase intention was higher than Rustlers norm (58% vs. 55% benchmark)(*2).

*1 IRI 52 w/e November 8, 2014
*2 CMR Product Research August 2014

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