Pulling focus on functional protein demands
CHILLED snacking brand Rustlers is set to cater to the demand for convenient protein meal options with its latest NPD trio.
The brand has expanded on its portfolio with the new Protein Pack Chicken Muffin, which the firm said has been designed for more health-conscious shoppers, alongside two street-food-inspired options with The Double Smash Burger and Nacho Melt Crunch Dog.
Aiming to target a younger demographic than its core audience, the Rustlers Protein Pack Chicken Muffin delivers a high-protein snack for shoppers who are seeking out smaller and more convenient mealtime solutions without compromising on health goals. Each muffin contains 282 calories and 18g of protein at an RRP of £2.50.
Monisha Singh, consumer foods marketing controller, foods division at parent firm Kepak, said: “Shoppers are increasingly looking for added functional benefits from their everyday convenient meal options.
“With protein one of the most effective nutrients for delivering satiety, we believe development in this space is highly relevant for the food to go category. Rustlers Protein Chicken Muffin, which is also HFSS compliant, offers a dual benefit of 18g of protein with only 282 calories.”
Meanwhile, the Rustlers Nacho Melt Crunch Dog offers a more crowd-pleasing option through the iconic street food staple which will seek to resonate with younger consumers more familiar with the meal.
Each hot dog features a nacho cheese flavoured sauce along with a chilli cheese cornbread crunch on top to help match expectations from the street food classic. This comes with an RRP of £2.
And the Rustlers Double Smash Burger seeks to build on the momentum of the trending burger style while also offering an elevated take on Rustlers’ core double cheeseburger SKU at an RRP of £2.50.
Singh said: “American and street food flavours are trending on social media and QSR menus right now. By bringing the globally trending Smash Burger format and a seasonal, premium Crunch Dog to the food-to-go category, we are giving retailers a clear route to capitalise on impulse purchases and seasonal comfort cravings.”
