A £4.5m development programme is planned for this year and is said to include highest-ever levels of TV support, with a new 30-second ad breaking this month. There will also be product launches, on-pack promotions and new point-of-sale and merchandising.

Peter Fazal, sales director, says: "We will build on the success of the past 12 months, which saw brand penetration up 20% and almost half a million more consumers buying Rustlers hot snacks compared to the previous year." The current range has seven lines including the flame-grilled quarter pounder with cheese, the BBQ rib and the sausage & bacon breakfast bap, all of which can be heated and are ready to eat in 70 seconds.

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