Rustlers Launch Hot Favourites

New Hot Naans

New Hot Naans

Kepak Convenience Foods, the Hot, Quick & Tasty category champion, is launching the Rustlers Hot Naans range to tap into consumers’ growing interest in tastes from around the world.

The range comprises Rustlers Jalfrezi Chicken and Rustlers Tikka Chicken and will be available from 7 April 2014. The products are made using chargrilled chicken and are served in a hand pulled Naan with a sachet of sauce to deliver an authentic Indian taste.

John Armstrong, Kepak’s Marketing Directors says: “The Rustlers Hot Naans range takes inspiration from Indian ready meals, the fastest growing section of the Ready Meals category*1.

Indian ready meals account for 67% of all ethnic ready meals sales and is worth £450 million*1. We’ve taken the two most popular Indian flavours*2 and developed these tasty products to enable retailers to offer shoppers their favourite Indian flavours in a convenient hot, quick and tasty format.”

Rustlers target audience (16-34 year olds) like trying new products with 60% of them enjoying ethnic food and 50% of these eating it at least once a week, making Rustlers Hot Naans an ideal opportunity for retailers to generate incremental profits.*1 The products use quality ingredients to deliver a tasty and substantial eat.

Rustlers, an £80 million*3 brand, is the UK’s leading hot quick & tasty product. Recent research has highlighted that 7 out of 10 consumers prefer Rustlers*4 making it a must-stock for retailers.

Retailers should stock up now to generate profits from this exciting new product range.”

Sources:
*1 Mintel: Ethnic Foods – UK – September 2012
*2 Shopper data taken Oct Aug 2013 of RM ranking in Indian RMs
*3 IRI 52 w/e 01.02.14
*4 Independent Market Research with 322 consumers, Sept 2013. 7 out of 10 consumers prefer Rustlers to other micro burgers.

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