Kepak Convenience Foods is attempting to broaden the appeal of Rustlers with the launch in May of two panini products. The new range replaces similar products marketed under the Zugo’s brand.
The new panini lines are Chicken & Pesto (flame grilled chicken with mozzarella and a pesto mayonnaise) and Pepperoni (slices of pepperoni with mozzarella and a tomato and herb sauce).
Both products have an rrp of £2.39 – £2.49 and are merchandised in outers of four.
Kepak Marketing Director John Armstrong says panini products are now ‘mainstream’ and so widely available in foodservice that introducing panini to Rustlers – and driving the growth of panini in retail – is a ‘natural next step’.
Armstrong pointed out that the Rustlers brand was 10 times the size of Zugo’s, with four times the user base. He added that although Zugo’s was performing well, its development would have detracted from Kepak’s flagship brand.
“As our audience matures and broadens, we are ensuring that the Rustlers’ range evolves accordingly. The two new panini lines feature flavour combinations that are familiar to consumers and will continue to broaden the appeal of Rustlers, also giving brand loyalists another strong reason to buy.”
The new products will be backed by nationwide sampling plus a dedicated social media campaign and will benefit from major on-pack activity and TV advertising scheduled for Rustlers later in the year.
