Rustlers in UK top 100 grocery brands

Kepak Convenience Foods is celebrating the success of its Rustlers brand in the Top 100 grocery brands in the UK compiled by the Grocer weekly magazine for the food and drink retail sector.

Rustlers came in at No 89, having steadily climbed from No 104 in 2018, in the rankings compiled by value of sales.

The Grocer said Kepak’s Rustlers continued to correctly gauge the needs of time-poor shoppers, with a sales increase of 9.7%, or £8.9m (€10m).

The brand’s successful focus for 2019 was convincing consumers its microwaveable sandwiches were a convenient option for all occasions, with an extra 7.5m units going through the grocery tills, for total sales of £101.1m.

The Grocer said Rustlers ran heavyweight campaigns, pushing the snacks as ideal not only for lunch but also breakfast. It also scored with a new ‘Cook in Box’ format for easier on-the-go eating: an All Day Breakfast Double Sausage Muffin with Cheese & Brown Sauce; and a Classic Cheeseburger.

There was also Rustlers’ veggie debut, with Moroccan Vegetarian Burger.

“Our customers are looking for convenience but they are not prepared to compromise on taste and quality,” marketing and business development director Adrian Lawlor told The Grocer.