MTJA went on the road recently delivering the new Rustlers All Day Breakfast Sausage Muffin to trade media.
The new product, from the UK’s top-selling microwavable snack and chilled ready meal brand*, introduces Rustlers to a new eating occasion and went down a storm with trade media with requests for more already coming in!
The tasty new product features a sausage patty in a muffin bun, topped with cheese and tomato ketchup and will be rolling out from April 2018.
“Last year we conducted our largest ever shopper study and learned that despite not having a breakfast product in our range, breakfast was already an important consumption occasion for the brand,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.
“The shopper study highlighted that Rustlers competes with high street foodservice operators for a number of consumption occasions, in particular lunch, helping our retail partners to win footfall from the QSR’s. Breakfast gives us, and our retail partners, the opportunity to build on this, as it’s an occasion that is performing exceptionally well on the high street.
“We wanted to launch a product concept that was well established in foodservice and critically that would be competitive, from a value for money perspective, with the leading players in the sector – McDonald’s and Greggs.”
“The breakfast product launch underlines the growing contribution that chilled convenience can make in retail. A key driver of this is the rise in consumer demand for meal and snack solutions that make their lives easier. This is creating opportunities for retailers to grow shopper missions such as food to go and we have a range of support packages that can enable retailers to exploit these opportunities.”
* Kantar Total Burgers and Hot Eat Sandwiches 52 w/e 10th September 2017