Rustlers, the £107m chilled ready meals brand from Kepak, is hoping to appeal to cost-conscious consumers seeking hot lunchtime options with the launch of a Marinara Meatball Sub Sandwich.
The Meatball Sub (RRP £2.30) will be available exclusively to the convenience channel later this month before a wider rollout in April.
Elaine Rothballer – Head of Marketing Consumer Brands at Kepak, said: “With the increasing cost of living, the rise of the ‘fake away’ trend (recreating takeaway favourites at home) is set to continue as consumers seek credible grocery alternatives instead of eating out. Rustlers Meatball Sub taps into this opportunity as it allows shoppers to recreate a much-loved QSR favourite at a great price.
“The top foods we consume for lunch remain sandwiches, soup and toast-based meals. However, more filling and flavour-packed lunches such as Italian food (+13%) are seeing the fastest growth. This highlights the opportunity for a hot lunch option beyond the mediocre that delivers against convenience, enjoyment, and value for money.”
Rustlers’ Marinara Meatball Sub Sandwich joins the brands’ existing hot eat sandwich range, including The Southern Fried Chicken Sub, worth £1.6m and in 39% YoY growth in the convenience channel.
