Kepak Convenience Foods has announced a multi-million pound investment aimed at doubling sales in the convenience channel in the next three years. The supplier of micro snacks, including the Rustlers brand, has targeted annual sales in convenience of £66m by 2018.
The move follows the launch last year of Rustlers Super 6 a range of top-selling SKUs all price-marked at £1.99, which already accounts for more than 40% of all sales within the micro-snacking market of 60 SKUs.
Firstly, Kepak is increasing the size of its convenience sales force and stepping up its face-to-face contact with retailers.
In addition, Rustlers will benefit from a major overhaul including the introduction of a refreshed logo and new packaging to reflect the brand’s growing male and female consumer base.
An NPD programme sees the introduction of two panini products along with a limited edition, a £1 ’Hot and Kicking’ range plus a new ’cook in pack’ range. And an on-pack promotion linking with the new film, Terminator Genisys, will run in the summer across eight million Rustlers packs.