Microwavable snack brand Feasters is to be repositioned as a “family focused” range to set it apart from rival Rustlers.

Rustlers owner Kepak Group bought Feasters from Eatwell, a subsidiary of Irish meat giant ABP, on 1 Feburary and has moved production of the range to its HQ in Kirkham, Lancashire.

Feasters had long rivalled Kepak’s market-leading Rustlers brand, with Tesco ditching Rustlers for Feasters in 2009 - a move the retailer reversed last year.

Kepak marketing director John Armstrong insisted that there was room in the market for both brands.

“We have to work hard to separate the two and make sure they are doing a different job,” he said. “Rustlers is very much a lads’ brand, but Feasters we see as being more family focused.”

While burgers will be at the heart of both brand portfolios, Armstrong said Rustlers would focus on fast food formats such as subs and wraps, while Feasters would move into more mainstream products such as baguettes.

Under a plan started by Eatwell, Kepak last month relaunched Feasters with improved ingredients. It has increased the amount of beef in its core range of burgers from 80% to 100% and switched to chicken breast in all its chicken products.

The strapline “the feed for speed” has also replaced the old “good and ready” tag.

Armstrong said he would look to grow Feasters as well as the market. “There’s still only a 22% household penetration and we’re nowhere near the ceiling,” he added.

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