Rustlers has unveiled a new ‘cook in box’ format for two of its products, which enables consumers to heat a fully assembled burger without opening the pack.

The brand’s All Day Breakfast Double Sausage Muffin and Classic Cheeseburger will be available in this format, RRP £2.50, rolling out to Co-op, Nisa and One Stop stores in the coming months.

Adrian Lawlor, marketing and business development director at Kepak, Rustlers brand owner, said the product is a response to an “untapped opportunity” to address on-the-go consumers’ needs.

“We wanted to create a low-cost approach for retailers to develop opportunities for hot food at different times of day,” he added.

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