Rustlers Chip Shop Curry Noodles

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Who: Kepak Convenience Foods

What: Rustlers Chip Shop Curry Noodles

Where: Chilled snacks/ready meals

When: Launched May 2014

How much: £2.20/300g

Why: Extending burger and hot dog brand Rustlers into noodle pots seems so natural it’s surprising it took Kepak until March 2013 to make it happen. This is the latest extension to the range - offering fans the chance to have ‘chip shop curry’ flavour noodles, prepared in five minutes in the microwave. There is a big market for such snacks, but it’s not for everyone - reflected in the fairly low overall score given by our testers.

Consumer verdict: As with similar convenience snack products, this garnered an initial love/hate reaction. When it came to taste, there was a north/south divide - with Northerners scoring it 44 and loving the “soft noodles and thick sauce,” while Southerners disliked the processed nature and “sloppy texture,” scoring it just 15. Overall, this type of product has restricted relevance and half the respondents said they would never buy it. Among those looking for a convenient snack, however, it was seen as a good option.

Pre-trial purchase: 38%

Post-trial purchase: 26%

Better than what’s out there: 25%

New and different: 53%

Overall score: 26/50

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