YOUNG lads are no longer the main target market for Rustlers micro-snacks, which has grown its consumer base to attract almost as many young women, according to owner Kepak Convenience Foods.
“Rustlers has evolved and has attracted lots of new consumers, so much so that 40% of Rustlers consumers are female and the age profile of Rustlers’ consumers now stretches from 16 to 34-year-olds,” said John Armstrong, Kepak’s marketing director.
“This is really good news for retailers. With more consumers than ever before buying Rustlers, there’s never been a better time to stock the brand, particularly as we’re now embarking on an accelerated growth programme.”
Kepak has plans to double sales in the convenience channel over the next three years, reaching £66m by 2018.
“Convenience is the key trend. Local stores are easier for young adults for both planned and impulse purchases so it is important that retailers maximise the opportunity,” said Armstrong.
Two new products for the brand – the Rustlers Chipotle BBQ Hotdog and Rustlers Habanero Chilli Burger – were launched recently, both available as a £1 PMP.
• Savoury pastry and sandwich brand Ginsters has launched Ginsters Meat Club, its first meat snacking range.
The new 100% British chicken breast snacks are available in cases of 12, as 60g grab bags and 55g skewers, in either BBQ or Tandoori flavours, with RRPs of £1.89 or £1.59.
Linda Evans, sales and marketing director said: “Meat snacking is an increasingly profitable sector in convenience, and there’s a big opportunity for retailers to attract new customers and drive sales by stocking the range.”
The launch is backed by a “six-figure” marketing campaign, intended to reach 10m consumers over four weeks.