21 Jan 2008


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Kepak invests £6.6m in marketing programme for 2008

Kepak

snacks

food-to-go

Source : Kepak Convenience Foods
Kepak Convenience Foods is unveiling the biggest annual marketing campaign ever seen in the UK's £102m hot snacking category.

Rustlers and Ugo's products

The hot snacking category leader is investing £6.6m into its two leading brands during 2008. A £5m programme will support Rustlers and a £1.6m spend will back recently-launched Ugo's Deli Café panini.

Rustlers, the hot snacking brand leader will spearhead it's activity with all-year-round TV advertising, commencing in February. This will guarantee that the market-leading product range stays front of mind among the core target market of 16 to 25-year-olds.

Support for Ugo's Deli Café, the new hot snacking Panini range, will include a national women's press advertising campaign and massive sampling activity. The range, which launched in September, has already been bought by over half a million households and sold 1.5 million packs.

Peter Fazal, Kepak Convenience Foods' Sales Director, says the brand investment will significantly strengthen the company's standing in the dynamic hot snacking category.

“We will enable retailers to develop the category from its current position of strength. Annual growth is already around 25%, with Kepak brands accounting for 78% of the category which attracted over 800,000 more consumers last year compared to 2006,” he commented.

Lifestyle changes are also playing a major part in the sustained growth of hot snacking.

Nine out of ten consumers now have access to a microwave at work or university/college, fuelling demand for hot snacks that can be prepared quickly and conveniently. Rustlers & Ugo's Deli Café fill this need perfectly, therefore retailers should ensure they have both available at all times.

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