Rustlers launch brand new look and gourmet range

MTJA recently helped Rustlers announce the launch of two new products and an eye-catching rebrand across the whole range, reinforcing their aim to double sales in convenience by 2020.

We invited trade media to The Museum of Brands in London to unveil the new look and sample the new Rustlers Gourmet range.

The new products received a positive response from media and we’ve already started receiving requests for more samples!


As with all MTJA events, we threw in a little challenge and after two very tense tie-breaks, the winners of the day were Stefan Appleby of Newtrade and Anthony Dhadwal from Asian Trader.

The news is backed by a £2.5m consumer marketing spend and draws upon key learnings from Rustlers biggest ever bespoke him! convenience retail study.

The packaging features a new Rustlers logo, sitting over a grill with flames to highlight that every Rustlers burger is cooked by a unique, flame-grilling process to deliver an authentic, smokey taste.

The Rustlers Gourmet range comprises two burgers, packaged in a premium cardboard sleeve, The Classic Burger – complete with cheese, streaky bacon, American-style mustard mayo and a tomato relish, and The BBQ Burger – including cheese, streaky bacon, crispy onions and a smokey barbecue sauce, both are served in a brioche bun.


“Rustlers Gourmet burgers will attract new shoppers and build on the brand’s new ‘Great Taste, Great Beef, Always’ positioning, showcasing our unrivalled ability to provide a combination of great flame-grilled taste, high quality and quick-to-cook convenience,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.