Rustlers, the £118m chilled ready meals brand, is undergoing a total brand refresh with new pack designs to boost the on-shelf appeal of its core range products.
The brand noted that the refresh would feature new opportunities for retailers to capitalise on the growing food-to-go market. Rustlers will roll out the new-look packs from 7th April, with the aim of making the range more relevant to consumers, improving the clarity of messaging on-pack, and driving clearer differentiation between its Burgers, Sandwiches and Subs.
Key elements of the packaging refresh include new product names and imagery. Consistent colouring for Rustlers’ different types of protein (i.e. meat, chicken etc.) has been introduced. With shoppers increasingly looking for products to air fry, Rustlers has introduced a cooking method sticker on the front of pack, highlighting the quickest, most convenient cooking methods with a range of ‘To Your Taste’ cooking options.
The newly designed packs will also feature a flame-grilled and source of protein sticker, with the breakfast/meatless products having their own look but staying consistent with the overall range.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, said: “The vibrant new pack designs deliver much better on-shelf stand-out for Rustlers SKUs vs. competitive products and adds an ‘eating occasion’ differentiation to the range, which will make buying Rustlers even easier for shoppers.
“We’re confident that the new-look packs will not only strengthen Rustlers’ appeal amongst brand loyalists, but will accelerate growth by attracting new consumers to the brand.”
To support the brand refresh, Rustlers are launching a new campaign in May, which will be aimed at encouraging shoppers to ‘lose yourself in flame grilled taste.” The consumer campaign will be supported across social and digital media.
