The sub will be available to convenience later this month at an RRP of £2.30, before wider expansion in April.
Elaine Rothballer, head of marketing consumer brands at Kepak, said the launch coincided with the rise of the ‘fake-away’ trend amid the rising cost of living.
“Rustlers Meatball Sub taps into this opportunity as it allows shoppers to recreate a much-loved quick-service restaurant favourite at a great price,” she said.
“The top foods we consume for lunch remain sandwiches, soup and toast-based meals. However, more filling and flavour packed lunches such as Italian food (+13%) are seeing the fastest growth. This highlights the opportunity for a hot lunch option beyond the mediocre that delivers against convenience, enjoyment, and value for money.”
Rustlers’ existing hot eat sandwich range is worth £1.6m and is growing by 39% annually in convenience.