Rustlers rustles up new pack designs

Rustlers Quarter Pounder

Kepak has unveiled a new look for its Rustlers brand, as part of a wider strategy to broaden the appeal of the micro-snack.

Rolling out from 6 April, the new packs will feature ‘flame grilled’ and ‘100% British and Irish beef’ messaging to highlight the quality, provenance and genuine flame-grilling process of Rustlers products.

The packaging change is backed a marketing campaign that looks to “create excitement and a social buzz around the new look, while elevating the quality perceptions of Rustlers products”.

Kepak is providing free Rustlers branded POS kits and has sunk half a million pounds into a dedicated convenience field sales team to support the convenience and wholesale channels during the transition.

Adrian Lawlor, Marketing and Business Development Director at Kepak, commented: “Clear tiering of the range, a new design and protein led colour coding, will make the category easier and quicker to shop for today’s time pressed consumers, while offering obvious trade up options.”