RUSTLERS Noodles Pot Snacks are the latest addition to the Kepak Convenience Foods portfolio.
Kepak reckons, drawing on Kantar data to 20 January 2013, that the hot, quick and tasty snacking market is worth £324m.
The firm also says research shows 70% of Rustlers consumers also buy the leading ambient Pot Noodle snack, which it says highlights the potential for the introduction of a new chilled product.
John Armstrong, Kepak Convenience Foods’ marketing director, said the snacks are being aimed at men. He said: “Rustlers Noodles Pot Snacks bring big brand value and quality reassurance to the chiller cabinet. We’re introducing a real meat, lads’ noodle pot to our market-leading brand that will provide a serious and credible alternative to ambient Pot Noodle.
“Every week, consumers go to the fridge for food and drink almost twice as often as the cupboard (42 fridge visits vs 24 cupboard visits). That’s why the fridge is the ideal location for hot, quick and tasty snacks such as Rustlers Noodles Pot Snacks.
“The chilled market, however, still needs to grow its share of the total microwaveable food market, providing profitable alternatives to lower value ambient products.
“Fast-growing Rustlers is the brand to lead the way.”
Rustlers Noodles Pot Snacks, RRP £1.99, will initially be available in two variants, Chicken & Mushroom, and Oriental Pork. Each 300g pack comes with a fork and can be microwaved in two minutes.
Marketing support for Rustlers Noodles will include national TV advertising and sampling, and a comprehensive digital and social media campaign.
For more information contact: 01772 688 300