Rustlers new pack design targets broader market

Rustlers' new pack design

Kepak Convenience Foods has revealed new pack designs for its Rustlers micro snacks range.

Designed with Rustlers’ broadening consumer base in mind, the new packs feature a new Rustlers logo, product photography and the Rustlers flame.

Kepak Marketing Director John Armstrong said the packs reflect Rustlers new brand positioning, focusing more on hunger satisfaction than speed.

“Rustlers’ audience has changed and is no longer the sole preserve of lads and young men. This is reflected in the new pack designs which have researched extremely well,” he said. “Masculine-looking packs have made way for designs which we know appeal to Rustlers new, broader 16 to 34-year-old core target market, 40% of which is female.”

The new packs will roll out from mid-April and follow Kepak’s recent announcement of a multi-million pound investment to double Rustlers sales in the convenience channel in the next three years, targeting annual sales of £6m in convenience by 2018.

TV advertising will drive Rustlers marketing support this year, with the Hunger Monkey TV commercial on national TV this autumn.