Kepak unveils new look for Rustlers brand

Kepak has unveiled a radical new look for its £101m Rustlers brand to boost the quality and provenance credentials of the product range.

The new look is an integral part of a wider strategy to broaden the appeal of the micro-snack

Rolling out from 6th April, the vibrant new packs will feature ‘flame-grilled’ and ‘100% British and Irish beef’ messaging to highlight the quality, provenance and genuine flame-grilling process of Rustlers products, which will, in turn, drive shopper reappraisal of the brand.

Adrian Lawlor, marketing and business development director at Kepak said: “Clear tiering of the range, a new design and protein led colour coding, will make the category easier and quicker to shop for today’s time-pressed consumers, while offering obvious trade-up options.

“We are living in the age of convenience with more focus than ever before on the speed and ease of preparation, underpinned by a growing focus on the quality of the food we eat. Convenience can no longer afford to come with compromise. Whilst Rustlers is synonymous with convenience and speed, it also has fantastic quality credentials, which will be strongly dialled up as part of this relaunch.”

“We have been working on this initiative for over 18 months and the over-arching strategy and has been routed in and validated by an extensive research programme including semiotics, sentiment tracking, shopper research and simulated eye tracking. Based on consumer feedback through this research, we are very excited that this initiative gives us a very strong platform for continued growth in the coming years,” added Lawlor.

The packaging change will be backed a high impact marketing campaign to elevate the quality perceptions of Rustlers products as well as create excitement and a social buzz around the new look.