Rustlers expands into the frozen aisle with meal kits
READY meals brand Rustlers has expanded its range into freezers across the UK with its new Frozen Meal Kits range.
Available across Sainsbury’s, Asda and Farmfoods locations now, the new Frozen Meal Kits offers shoppers a choice of five different mealtime solutions with options of kits for one person as well as kits for two people.
The range is centred around chicken as the main protein component across every variant and features popular out-of-home choices to allow shoppers to create ‘fakeaway’ meal opportunities from the home.
The Meal Kits for Two range consists of the Rustlers Crispy Southern Fried Chicken Feast Box, Rustlers Irish Style Chicken Spice Box and the Rustlers Spicy Breaded Fillet Burger & Waffle Fries. All three come with RRPs of £5.
There are additional two Meal Kits for One solutions in the range as well with the Rustlers Loaded BBQ Popcorn Chicken Wedges meal and the Rustlers Chilli & Garlic Chicken Gyros meal. Both come with an RRP of £3 each.
To support the launch, the Rustlers brand will be taking over freezer aisles across stores with branded bay and aisle takeovers to highlight the NPD and bring shoppers to the section in store.
Furthermore, the launch will be supported with an above-the-line media campaign across digital media as well as an impactful marketing campaign.
Elaine Rothballer, head of marketing consumer brands at parent firm Kepak, said: “Rustlers is synonymous with convenient chilled snacks and meals that deliver on taste and value for shoppers cooking at home.
“This year the brand is expanding into frozen meal solutions, bringing popular dishes into the freezer aisle, to make it even easier for shoppers to recreate ‘fakeaway’ occasions at home.”
