Brand refresh improves stand out in the chiller
READY-MEALS brand Rustlers has unveiled a new look across its packaging, aiming to offer a more eye-catching pack to boost on-shelf appeal.
Rolling out across the brand from 7 April, the refresh offers new opportunities for retailers to capitalise on the growing food-to-go market with a versatile range of meal options. Further to this, Kepak – parent firm of Rustlers – reckons the new look will drive further differentiation between Rustlers’ burgers, sandwiches and subs products.
Key elements of the packaging refresh include new product names and imagery, with colouring across the packs to match the different types of protein included in the meal.
Core products of the rebrand include some of Rustlers’ best-sellers such as the newly named The Iconic Quarter Pounder, The Ultimate Chicken Sandwich and The Juicy BBQ Rib.
And the brand has also taken advantage of the growing popularity of air frying and introduced an on-pack cooking method sticker on the front of packs.
To support this brand refresh, Rustlers will launch a new campaign in May which will be aimed at encouraging shoppers to ‘lose yourself in flame grilled taste’ with a presence across social and digital media. Retailers can also order new POS kits for free via this link.
Elaine Rothballer, head of marketing consumer brands at Kepak, said: “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.
“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.”
