The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Convenience food brand Rustlers is entering the frozen category for the first time with the launch of a new range of meal kits, marking a significant step beyond its traditional chilled snacking stronghold.
The £109 million brand, owned by Kepak, is rolling out five frozen SKUs across major UK retailers, including Sainsbury’s, Asda and Farmfoods from 23 March.
The new range taps into growing demand for “fakeaway” dining at home, offering quick, air fryer-ready solutions designed to replicate popular out-of-home dishes. All products can be cooked from frozen in around 15 minutes.
The launch comprises meal kits for both one and two people, built around chicken as the core protein:
Meal kits for two (RRP £5): Crispy Southern Fried Chicken Feast Box (590g), Irish Style Chicken Spice Box (557g) and Spicy Breaded Fillet Burger & Waffle Fries (630g)
Meal kits for one (RRP £3): Loaded BBQ Popcorn Chicken Wedges (349g) and Chilli & Garlic Chicken Gyros (297g)
The split format is designed to appeal to both solo diners and shared meal occasions, broadening Rustlers’ reach beyond its traditional single-serve positioning.
The move into frozen reflects a wider industry trend toward convenient, premiumised ready meal solutions that deliver on both speed and experience. By leveraging recognisable QSR-inspired flavours, Rustlers aims to disrupt the frozen aisle with a proposition rooted in familiarity and value.
Elaine Rothballer, head of marketing consumer brands at Kepak, said: "Rustlers is synonymous with convenient chilled snacks and meals that deliver on taste and value for shoppers cooking at home. This year, the brand is expanding into frozen meal solutions, bringing popular dishes into the freezer aisle, to make it even easier for shoppers to recreate ‘fakeaway’ occasions at home.”
