Rustlers has entered the frozen aisle with five new meal kits designed to replicate fast food favourites at home.
The frozen range includes three meal kits for two: Crispy Southern Fried Chicken Feast Box (rsp: £5/590g), Irish‑Style Chicken Spice Box (rsp: £5/557g), and Spicy Breaded Fillet Burger & Waffle Fries (rsp: £5/630g).
It also features two single-serve kits: Loaded BBQ Popcorn Chicken Wedges (rsp: £3/349g), and Chilli & Garlic Chicken Gyros (rsp: £3/297g).
The move into frozen comes amid growing demand for convenient meal kits that replicate “trending fast food flavours”, said Rustlers’ supplier Kepak.
The kits, which can be cooked in around 15 minutes in an air fryer, are available now in Sainsbury’s and Farmfoods, and will be rolling out to Asda next month.
“Rustlers is synonymous with convenient chilled snacks and meals that deliver on taste and value for shoppers cooking at home,” said Elaine Rothballer, head of marketing for consumer brands at Kepak.
“This year, the brand is expanding into frozen meal solutions, bringing popular dishes into the freezer aisle to make it even easier for shoppers to recreate ‘fakeaway’ occasions at home.”
The launch will be supported by branded freezer aisle takeovers, alongside digital activity and a wider marketing campaign.
Rustlers has also expanded its chilled range with a spicy chicken burger that aims to tap into the UK’s appetite for fried chicken, landing in Co‑op, Morrisons, Tesco and Asda from this month (rsp: £2.60).
The brand said demand for “fakeaway” options continued to rise as shoppers looked to recreate restaurant experiences at home, citing Kantar data.
The Spicy Chicken Fillet Burger is made with 100% chicken breast fillet, coated for a “crunchy bite” and paired with a “trending” American‑style ranch sauce in a seeded brioche bun. It cooks in an air fryer in eight minutes.
Rothballer said: “Rustlers has long led the chilled snacking category by combining quality, value and convenience. This launch taps directly into the growing demand for spicy, crunchy chicken, particularly among younger shoppers, while still offering broad appeal thanks to its familiar QSR-inspired format.”
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