Kepak boxes clever with Rustlers NPD

Rustlers 'Cook In Box' products

Kepak has unveiled a new ‘Cook in Box’ format that lets consumers heat fully assembled burgers without having to open the pack first.

The packaging performs a dual role, creating a protective barrier around the product, eliminating any messy preparation with in-store or workplace microwaves, while also acting as a product carrier to enable easy consumption on the go.

The Cook in Box packaging, which contains a Kepak patented packaging format, includes a ‘micro-crisping sleeve’, which has been developed to ensure buns cook perfectly.

Two Rustlers products are available in the new format: the All-Day Breakfast Double Sausage Muffin and the Classic Cheeseburger. Both RSP at £2.50.

The range has launched in selected Co-op, Nisa and One Stop stores; it will roll out nationwide in the coming months.

Marketing and Business Development Director Adrian Lawlor said Kepak wanted to create a low cost approach for retailers and food operators to develop incremental opportunities for hot food across the day.

“We are confident that this latest innovation will create a significant new growth platform for us and our customers,” he said.