Rustlers launches Cook in Box concept into convenience

Product eliminates preparation mess and enables on-the-go consumption, says supplier

rustlers cook in box

Kepak Consumer Foods has unveiled a new ‘Cook in Box’ hot food offering from its Rustlers brand.

Rolling out this month across convenience retail, the new product can be heated without opening the pack, which the supplier says eliminates messy preparation and also enables easy on-the-go consumption.

Rustlers launches food-to-go solutions into convenience

It follows on from last month’s launch of Rustlers’ in-store food-to-go concepts. Kepak originally launched the concept in 2019, but halted it at the start of the Covid-19 pandemic to focus on availability of its core lines.

The offering is launching in two flavours: All Day Breakfast Sausage Muffin, which is worth almost £2m in convenience and saw 22% year-on-year growth across independent retail, and the new Supreme Cheese Melt Burger, both of which have an RRP of £2.50.

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“Together with our new range of food to go solutions, Cook in Box creates a low-cost, low-wastage approach for retailers who want to offer hot food across all day parts,” said Ross Davison, Convenience Controller at Kepak Consumer Foods.

Kepak is encouraging retailers interested in stocking Rustlers food-to-go solutions to email foodtogo@kepak.com.

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