Rustlers Puts in a Top Performance

Rustlers’ position as one of the UK’s top-performing FMCG brands has been confirmed in a definitive market report published by The Grocer magazine.

In its annual ‘Britain’s Biggest Brands’ survey, The Grocer reports that Rustlers has risen eight places, from 112 to 104, recording annual sales of almost £90 million, up 5.5% on last year (Nielsen Dec 2017).

“This is a tremendous achievement in what remains a highly challenging and competitive marketplace and it highlights the key role that Rustlers continues to play throughout the day across key shopper missions,” says Adrian Lawlor, Kepak Convenience Foods’ Business and Marketing Development Director.


The biggest driver of Rustlers’ growth in the last 12 months has been the increase in penetration which is up almost 3% year-on-year, equating to 160,000 new buyers in the last 12 months*1.

Consumer perception of the brand has also improved thanks to the introduction of new packaging which showcases Rustlers’ flame-grilled credentials, new advertising and the launch of Rustlers Gourmet Burgers which have attracted new, more discerning shoppers to the category.

Rustlers multi award-winning ‘What A Time To Be Alive’ TV advertising campaign has also been a major contributor to brand growth. In the regions where Rustlers has been advertised, a 20%+ increase in brand equity has been achieved, leading to penetration and sales increases significantly ahead of the benchmark for FMCG advertising.

Rustlers has also been introduced to a new eating occasion with the recent launch of the Rustlers All Day Breakfast Sausage Muffin, enabling retailers to win footfall from nearby quick service restaurants.

*1 Kantar worldpanel 52 w/e November 5th 2017

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