Micro Snacking

Spearheaded by category-leading Rustlers, the micro-snacking market has undergone huge growth in recent years and is now worth £152.5 million*, growing 6% YoY.(*1)

Record numbers of shoppers are now buying micro-snacks, with more than one in five households shopping the category(*2).

They’re also purchasing more frequently and adding more packs to their trip than the previous year(*2).

Backed by award-winning TV advertising, Rustlers remains the nation’s favourite micro-snack, with 2 Rustlers burgers eaten every single second!(*3)

Within convenience, Kepak is accelerating the growth of the micro-snacking market with heavyweight support for Rustlers Top Six Sellers – Rustlers top -selling SKUs all price-marked at £2.00. Rustlers Super 6 already accounts for more than 57% of all micro-snacking sales within this channel(*4).

*1. Kepak Estimates 52wks w/e 2nd January 16 / *2. Kantar Worldpanel 52 w/e 3rd January 2016 / *3. IRI Total Market 52 w/e 30th January 2016 / *4. IRI Total Convenience 52 w/e 30th January 2016


Rustlers consumers are more loyal than those of competitive brands(*1). Combine this with the fact that 60 Rustlers are sold every minute in convenience(*2), 35 of which are from our Top Six Sellers(*2), by stocking these top-selling SKUS retailers can be confident they’re stocking products that shoppers are actively seeking. Rustlers is currently in double-digit growth in convenience, with the Top Six Sellers accounting for 56% of the total category value(*2).

Rustlers Top Six Sellers’ range includes the best-selling micro-snacks in the market:

1. The Rustlers Flame Grilled Quarter Pounder (the UK’s number 1 micro-snack(*3), with 26 packs sold every minute(*3) and already bought by over 2 million households(*4)
2. The Rustlers Deluxe (Bacon Cheeseburger), with 47% YoY growth in convenience alone(*2)
3. The Rustlers Flame Grilled BBQ Rib, the UK’s second best-selling micro-snack(*3)
4. The Rustlers Classic Gourmet, which taps into the high street gourmet food trend
5. The Rustlers Flame Grilled Chicken Sandwich, popular with female shoppers
6. The Rustlers Southern Fried Chicken Hot Sub, which has brought the mass market Subway format into micro-snacking

*1. Kantar Worldpanel 2015 / *2. IRI Total Convenience 52 w/e 5th November 2016 / *3. IRI Total Market 52 w/e 5th November 2016 / *4. Kantar Worldpanel 6th November 2016