Rustlers, the £118 million chilled ready meals brand, is undergoing a total brand refresh and introducing eye-catching new pack designs to boost the on-shelf appeal of its "crowd pleasing" core range products.
The brand refresh will feature new opportunities for retailers to capitalise on the growing food-to-go market. Rustlers will roll out the new-look packs from 7 April, making the market-leading range more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
Key elements of the packaging refresh include new product names and imagery. Consistent colouring for Rustlers’ different types of protein (meat, chicken etc.) has been introduced. With shoppers increasingly looking for products to air fry, Rustlers have introduced a cooking method sticker on the front of pack, highlighting the quickest, most convenient hero cooking methods with a range of "To Your Taste" cooking options
The newly designed packs will also feature a flame grilled and source of protein sticker, with the breakfast/meatless products having their own standout look, but staying consistent to the overall range.
“The vibrant new pack designs deliver much better on shelf stand-out for Rustlers SKUs vs. competitive products and adds an ‘eating occasion’ differentiation to the range, which will make buying Rustlers even easier for shoppers," said Elaine Rothballer, Head of Marketing Consumer Brands at Kepak.
“We’re confident that the new-look packs will not only strengthen Rustlers’ appeal amongst brand loyalists, but will accelerate growth by attracting new consumers to the brand.”
Rustlers core range includes best-sellers such as the newly-named The Iconic Quarter Pounder, The Ultimate Chicken Sandwich and The Juicy BBQ Rib. Rustlers also caters for meat free fans with The Meatless Maverick and Chick’un Fillet Burger.
To support the brand refresh, Rustlers are launching a new campaign in May, which will be aimed at encouraging shoppers to ‘lose yourself in flame grilled taste.”
The consumer campaign will be supported across social and digital media.
To support the campaign in store, retailers can order new POS kits for FREE via - https://www.kepaktrade.co.uk/marketing
