Rustlers, the flame-grilled microwavable snack brand, is reinforcing its commitment to doubling sales in convenience by 2020 with two new gourmet burgers and new eye-catching packaging and logo. 

The new Rustlers Gourmet range, packaged in a premium cardboard sleeve, comprises The Classic Burger with cheese, streaky bacon, American-style mustard mayo and tomato relish. The BBQ Burger includes cheese, streaky bacon, crispy onions and a smoky BBQ sauce. Both are made with 100% beef, in a brioche bun. 

The Gourmet launch coincides with the introduction of new packaging across the Rustlers range, featuring a new Rustlers logo sitting over a grill with flames, highlighting that every Rustlers burger is cooked by a unique flame-grilling process. 

Adrian Lawlor, Kepak convenience foods’ marketing and business development director, said: “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.” 

“With increased field sales coverage and upweighted marketing support, including a major ‘What A Time To Be Alive’ TV advertising burst in the North in April/May, boosted by national social media activity, we’re intent on generating highest ever levels of shopper awareness. This will ensure that demand for both the core and new Gourmet ranges will be really strong.” 

The move is backed by a £2.5m consumer marketing spend and is drawing on key learnings from Rustlers’ biggest ever convenience study with HIM! Shopper Insight and Consultancy.