Rustlers expands food-to-go offering

Rustlers, the £108.5m chilled ready-meals brand from Kepak, is expanding its award winning Cook in Box range in the convenience channel with the launch of a new addition – the Peri Peri Chicken Tenders Burger.

As food to go missions return, shoppers are looking to brands and retailers who can provide them with variety, inspiration and value for money. With this new addition, Elaine Rothballer – Head of Marketing Consumer Brands at Kepak, explains how Rustlers Cook in Box range (RRP £2.75, case size 4) ticks all these boxes.

“From cold sandwiches and salads to wraps and pasta, chicken has long been the dominant protein in the food to go fixture. However, there is an opportunity for a different product proposition that is more aligned to QSRs," she explained.

“With Southern Fried Chicken tenders and a Peri Peri sauce, the new Rustlers Cook in Box product taps into on-trend flavour profiles made popular by OOH restaurants and sought by younger shoppers seeking convenient food to go solutions.”

The Peri Peri Chicken Tenders Burger joins Rustlers’ existing Cook in Box range comprising the All Day Breakfast Sausage Muffin and the Supreme Cheese Melt Burger. Launched in April last year, the range is already worth £3.3m.

“Thanks to the patented dual-purpose packaging of Cook in Box, eliminating any messy preparation whilst also acting as a product carrier to enable easy consumption on the go, the product is not only convenient for consumers, but ideal for convenience retailers looking to offer a hot food to go option,” added Elaine.