Kepak Convenience Foods (KCF) is spending £4.5m to support its microwaveable snacking brands including Rustlers and Zugos this year, in a bid to double the size of its £105m business in the next five years.
At the heart of KCF’s plans is the introduction of a new category definition ’Quick and tasty snacks and meals’. The research highlighted two store types those providing food for now, and others offering food for later and resulted in merchandising advice for both types. In trials with retailers, listing the best-selling lines in the right location increased sales of chilled snacking products by an average 30%. Marketing activity for 2012 includes TV and digital advertising.