FT - CIB Supreme Cheese Melt Burger Front

Cook in Box Supreme Cheese Melt Burger

Following the successful launch of its new range of food-to-go equipment solutions, Rustlers, the £115.6m Chilled Ready Meals brand from Kepak Consumer Foods, is helping retailers optimise their hot food to go offering with its innovative Cook in Box solution.

Rolling out this month across the convenience channel, Rustlers Cook in Box allows shoppers to heat the fully assembled burger without opening the pack, eliminating any messy preparation while also acting as a product carrier to enable easy consumption on-the-go.

“Together with our new range of food-to-go solutions, Cook in Box creates a low-cost, low-wastage approach for retailers who want to offer hot food across all day parts,” says Ross Davison, convenience controller at Kepak Consumer Foods.

Rustlers All Day Breakfast Sausage Muffin, worth almost £2m in convenience according to Nielsen data (with 22.2% growth YoY across independents and 37.5% total market) will be available in the innovative format, served with cheese and brown sauce (RRP £2.50), and is targeting the breakfast occasion.

New to the Rustlers range, and available exclusively as ‘Cook in Box’, the Supreme Cheese Melt burger topped with Rustlers’ signature sauce (RRP £2.50) will cater for lunchtime and evening shoppers.

“Following the recent launch of the food-to-go equipment solutions in the convenience channel, we are rolling out the innovative Cook in Box product to enable retailers to optimise their hot food offering in store,” adds Ross.

Rustlers Cook in Box significantly overtrades with the younger shopper demographic vs Total Micro-Snacking, with just under a third of shoppers aged under 35.

“Through our new innovative food to go solutions, and our best-selling product range, we are committed to helping retailers develop incremental opportunities from the chiller by providing convenient options that can be enjoyed in and out of the home,”

“We are confident that the new Cook in Box range will create a significant new growth platform for us and our convenience customers.”

Retailers interested in Rustlers’ food to go solutions can book a consultation by emailing foodtogo@kepak.com.