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.”
*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.