Rustlers doubles down on appetite for fried chicken burgers
READY meals brand Rustlers is set to tap into the rising demand for fried chicken burgers across the UK with its new Spicy Chicken Fillet Burger with Ranch Sauce.
Rolling out across major retailers throughout April, the new chicken burger has been designed to bring a fast food restaurant style crunchy chicken into the chilled aisle for convenience stores and tap into the rising growth of these high street giants.
The new Rustlers Spicy Chicken Fillet Burger is made using 100% chicken breast fillet, coated for a crunchy bite and topped with American-style ranch sauce in a seeded brioche bun.
Ready to eat after just eight minutes in the air fryer, the new launch will target those shoppers who seek out convenient meal solutions that replicate some out-of-home favourites.
The launch will also be supported through in-store activations as well as an above-the-line activation to drive up product awareness with consumers.
Elaine Rothballer, head of marketing – consumer brands at parent firm Kepak, said: “Chicken isn’t just a trend; it’s a cultural phenomenon. Consumers are actively seeking out that crunchy, indulgent fast food style experience, and increasingly want to recreate it at home.
“With our new Spicy Chicken Fillet Burger, we’re giving shoppers exactly that – bold flavour, real crunch and total convenience, ready in just eight minutes. It’s about delivering the satisfaction of a takeaway, without leaving the house.
“Rustlers has long led the chilled snacking category by combining quality, value and convenience. This launch taps directly into the growing demand for spicy, crunchy chicken, particularly among younger shoppers, while still offering broad appeal thanks to its familiar fast food inspired format.”
