Kepak Convenience Foods has given its Rustlers range a facelift.

Kepak says the key elements of the relaunch include a new pack design that emphasises taste and quality reassurance rather than cooking speed.

All beef and pork is now sourced exclusively from the UK and Ireland. In addition, the taste appeal has been improved with a stronger, flame-grilled charcoal flavour due to an upgraded cooking process.

John Armstrong, Kepak Convenience Foods marketing director, says the move is aimed at mums as well as the core consumer base of 16 to 24-year-old males.

He adds: "We recognise that provenance and quality reassurance are increasingly important to mothers. Maintaining the same great taste will enable us not only to retain brand loyalists but also to drive growth and penetration."

Kepak says the relaunch follows a year in which it has continued to be the leading brand in the buoyant hot snacking market, which has seen growth of 21% in the past year (Nielsen 52 weeks ending September 6).

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