NPD aimed squarely at younger consumers
The first veggie burger under the brand, Rustlers Moroccan Vegetarian Burger is made with chickpea, grated carrot and coriander. The burger is served with mango chutney and a yogurt and mint sauce.
Kepak has claimed its new vegetarian option has the potential to generate more than £2 million worth of incremental sales.
The firm said it is responding to increasing demand for vegetarian options among younger consumers.
Kepak will support the launch of Rustlers Moroccan Vegetarian Burger with a consumer PR and social media campaign, as well as shopper marketing and launch promotions.
Adrian Lawlor, marketing and business development director at Kepak said: “We are very excited about the category growth potential that this new launch offers.
“With a third of consumers actively seeking to introduce plant-based options into their diets, we feel that a brand as synonymous with taste and convenience, Rustlers can really bring something new to the market, with convenience and enjoyment considered key requirements by flexitarians.”
Rustlers Moroccan Vegetarain Burger will be available from this month and is priced at £2 RRP.
The launch coincides with a milestone for the Rustlers brand, which will turn 21 in 2020.
Rustlers 21st birthday follows a year in which the brand enjoyed 11% growth, with value sales of £101m in 2019.