Rustlers, the £107.1m1 Chilled Ready Meals brand from Kepak, is appealing to the growing number of cost-conscious consumers seeking hot lunchtime options with the launch of a Marinara Meatball Sub Sandwich.
The Meatball Sub (RRP £2.30, case size 4), complete with a marinara sauce, provides a hot new addition to the fixture that can easily replicate the Out of Home menu favourites shoppers are craving, as they continue to curb spend.
The product will be available exclusively to the convenience channel later this month before rolling out in April.
“With the increasing cost of living, the rise of the ‘fake away’ trend (recreating takeaway favourites at home) is set to continue as consumers seek credible grocery alternatives instead of eating out*2. Rustlers Meatball Sub taps into this opportunity as it allows shoppers to recreate a much-loved QSR favourite at a great price,” says Elaine Rothballer – Head of Marketing Consumer Brands at Kepak.
“The top foods we consume for lunch remain Sandwiches, Soup and Toast-based meals. However, more filling and flavour packed lunches such as Italian food (+13%)*3 are seeing the fastest growth. This highlights the opportunity for a hot lunch option beyond the mediocre that delivers against convenience, enjoyment, and value for money.”
Rustlers’ Marinara Meatball Sub Sandwich joins the brands’ existing hot eat sandwich range, including The Southern Fried Chicken Sub, worth £1.6 million and in 39% YoY growth in the convenience channel*1.
Source
1: Nielsen Total Market, 52we 18th February 2023
2: IGD Research Trade Up Trade Down 2022
3: Kantar, Worldpanel Division, Usage Panel, Total In Home/ Carried Out Occasions, 52 w/e 07 August 2022
