Convenience food brand Rustlers is making its debut in the frozen food segment with the introduction of a new meal kit range, marking a strategic move beyond its core chilled snacking category.
Owned by Kepak and valued at £109 million, the brand is launching five frozen SKUs across leading UK retailers such as Sainsbury’s, Asda, and Farmfoods from 23 March.
The new range is designed to meet rising demand for “fakeaway” meals at home, offering convenient, air fryer-ready options that replicate popular takeaway-style dishes. Each product can be cooked مباشرة from frozen in approximately 15 minutes.
The lineup includes meal kits tailored for both individual consumers and shared dining occasions, with chicken as the central ingredient.
Meal kits for two (RRP £5):
- Crispy Southern Fried Chicken Feast Box (590g)
- Irish Style Chicken Spice Box (557g)
- Spicy Breaded Fillet Burger & Waffle Fries (630g)
Meal kits for one (RRP £3):
- Loaded BBQ Popcorn Chicken Wedges (349g)
- Chilli & Garlic Chicken Gyros (297g)
By offering both single-serve and multi-serve options, Rustlers aims to expand its consumer base beyond its traditional positioning.
This expansion into frozen aligns with a broader industry shift toward convenient, premium ready meals that combine speed with an enhanced at-home dining experience. Leveraging familiar quick-service restaurant (QSR)-inspired flavours, the brand seeks to bring a value-driven yet indulgent proposition to the frozen aisle.
Elaine Rothballer, Head of Marketing for consumer brands at Kepak, stated that Rustlers is widely recognised for delivering convenient chilled meals with strong taste and value. She added that the move into frozen meal kits is intended to make it even easier for consumers to recreate takeaway-style experiences at home.