Hot snacks brand Rustlers is smartening up its image with a £5m relaunch, including a range to move it out of its lunchtime heartland and into breakfast and evening meals.

As well as reducing the salt content, the company is dropping hot dog and southern-fried chicken in favour of a new chicken tikka naan, Italian chicken sandwich on focaccia-style bread and a sausage & bacon breakfast bap. It said the new entrants would widen the brand's appeal and make it more suitable for all-day use, instead of just as a lunchtime snack.

The new products will carry a premium price of £1.89 compared to £1.49 for the existing lines. From next month, packs will sport a new logo to target 16 to 34-year-olds, plus the '0 to tasty in 70 seconds' strapline to reinforce speed and convenience.

TV adverts due to break in the new year will take a more mature approach than the brand's recent 'boy waver' creatives.