Rustlers owner Kepak Convenience Foods is hoping to tap into the popularity of Indian ready meals with the launch of filled naans.
Rolling out from 7 April in jalfrezi and tikka flavours, the hand-pulled naans contain chargrilled chicken and come with a sachet of sauce.
Rustlers said 50% of its 16 to 34-year-old target audience ate ethnic food once a week and Indian dishes accounted for 67% of ethnic ready meals [Mintel].
In January, Rustlers unveiled a new ad push to widen its audience from 16 to 24-year-old lads to 16 to 34-year-old men and women. Sales of Rustlers have risen 1.2% year on year to £79.8m on static volumes [Nielsen 52 w/e 18 October 2013].
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