Kepak Consumer Foods: Rustlers up

RUSTLING UP GREAT SALES

DETAILS Kepak Consumer Foods St George’s Park Kirkham Preston PR4 2DZ T: 01772 688300 www.kepaktrade.co.uk

KEY CONTACTS Angela Daulby UK Group Sales Director Adrian Lawlor Marketing and Business Development Director

KEY BRANDS Rustlers

Less than 12 months since launch, the Rustlers All Day Breakfast Sausage Muffin from Kepak Consumer Foods, which introduced the UK’s topselling microwavable snack and chilled ready meal brand 1 to the breakfast occasion, is worth over £6.1m, purchased by almost one million households 2 . According to Adrian Lawlor, marketing and business development director at Kepak: “The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles. There is an increase in both ‘together time’ eating occasions and ‘eating alone’.”

To stay relevant, brands need to be clear on the occasions their products play in and the need-state they meet. “One of the core need-states that the Rustlers brand meets is the ‘quick option’. Whilst breakfast at the weekends can be leisurely, our insight tells us there is real time poverty when it comes to breakfast during the week and therefore the ‘Quick Option’ need-state is particularly important. Whilst Quick Hot Breakfast has been well served by the High Street QSR Market, Rustlers entry into this occasion has given retailers a real opportunity to win a share of this,” adds Lawlor.

Rustlers now provides a full category solution for breakfast, lunch and dinner, with a major presence in three of the key shopper missions; food to go, meal for tonight and top up.

❝The landscape of food consumption in the UK is evolving in line with changing consumer lifestyles ❞

SOURCES 1. Nielsen Answers MicroSnacking Module | Total Market | 52 w/e 3 November 2018. 2. Kantar World Panel Burgers | Hot Dogs & Hot Eat Sandwiches: YTD, 52 w/e 30th December 2018. 3. Kepak Shopper Research 4. Kantar Worldpanel | 52 w/e 25th March 2018. 5. Kantar Total Microsnacking market, 52 w/e November 4, 2018.

KEY OCCASION Breakfast has been quick to establish itself as a key occasion in microsnacking, and is the second largest consumption occasion after lunch, accounting for 13% of all micro-snacking consumption 3 . Sales rates are even stronger in convenience, where the Rustlers All Day Breakfast Sausage Muffin accounts for 21% of all micro-snacking occasions, rising to 25% in forecourts, driving footfall and frequency in store 3 . “We’re delighted by the response to the All Day Breakfast Sausage Muffin, which has been welcomed by existing Rustlers shoppers, increasing volume per trip, while enabling increased penetration for the brand. It has quickly risen to become one of the most popular SKU’s in the Rustlers’ range,” adds Lawlor.

“As the growth in the market for quick and convenient breakfast options shows no signs of slowing, ‘carried out’ breakfasts grew 9.5% over the last year to 263m occasions 4 . We’re already looking at new opportunities we can develop to own the breakfast occasion and remain committed to delivering sustained growth through range innovation and wider user appeal,” adds Lawlor.

Rustlers All Day Breakfast Sausage Muffin is also a playing a pivotal role in introducing new consumers to the £120 million micro-snacking category, attracting almost 900,000 shoppers to the category in less than 12 months 5 . “The breakfast product is also bringing younger shoppers into the category, overtrading most strongly with shoppers aged under 28. Breakfast also overtrades with pre-families and families with young children, highlighting that our breakfast product provides the convenient, quick and easy solution time-poor consumers are looking for.

“Catering to the growing on-the-go breakfast option is key to satisfying the busy millennial lifestyle.”  n