A new southern fried savoury mayonnaise recipe is being introduced to the Rustlers Chicken Sandwich, part of the £82.8m*1 Rustlers brand, following extensive research in which two options were put to the consumer test.
The new sauce came out ahead with 66% preferring the new product against the current product. This has led to a significantly increased intention to purchase*2 which will generate more sales and profits for retailers.
John Armstrong, Marketing Director at Kepak says: “The research set out to find ways of increasing overall product quality, with the ultimate objective of increasing current and new consumers’ intent to purchase.
“We’re confident the new sauce will have a positive impact on sales for all retailers as it sets the Rustlers Chicken Sandwich apart from the competition, and will reinforce our position as the nation’s number one microwaveable snacking brand.”
Packs will be stickered to will help retailers communicate the improvements to consumers.
The launch follows Rustlers appearing in the UK’s Top 100 FMCG Brands for the first time earlier this year, achieving sales growth of 27% in the last 12 months*3.
Kepak urges retailers to stock up on Rustlers to make sure they get their share of this profit opportunity.
*1 IRI w/e 52 20 July 2013
*2 Cambridge Research March 2013
*3 Nielsen 52 w/e 29 December 2012