Rustlers, the £108.7m*1 chilled ready meals brand from Kepak, is expanding its breakfast offering in the convenience channel with the introduction of an All Day Breakfast Pancake Stack.

The chilled breakfast product features three buttermilk pancakes, served with a sachet of maple syrup style sauce. This latest innovation sees the brand enter the morning goods category, currently experiencing 11% YoY growth.


“Breakfast is a staple occasion seeing long-term growth*3, with consumption dominated by a small number of core products. Performance of the category is in part driven by morning goods, including breakfast pastries, bagels and pancakes – which alone are experiencing 23% growth*2,” says Elaine Rothballer, Head of Marketing Consumer Brands at Kepak.


“When we look at the competitor landscape for pancakes within retail, there is an ambient multi-serve dominance, which presents an opportunity for a chilled convenient offering similar to the well-established variants in QSR.


“Research shows the All Day Breakfast Pancake Stack performs very strongly on appearance, taste, aroma and texture. The new product also fares competitively against baked goods and desserts, giving our convenience retail partners an opportunity to win footfall from QSRs.”


The All Day Breakfast Pancake Stack joins Rustlers’ existing breakfast range, comprising the All Day Breakfast Sausage Muffin (£1.53m in the convenience channel*4), and the All Day Breakfast Double Sausage Muffin Cook in Box launched last year.


1: Source: Nielsen Total Micro Snacking, Total Coverage including Discounters Panel Data, 52 & 12WE 19th March 2022.
2: Kantar Usage Panel Data / Total IH+CO Breakfast, Morning Goods Sub Categories at Breakfast / 52 w/e May 2021

3: Kantar Usage Panel Data / Total IH+CO / 52 w/e May 2021

4: Source: Nielsen, Micro Snacking, 52WE 19th March 2022





2 packs of Rustlers are sold every second in the UK.

Top Tip: Optimise space for best-sellers with multiple facings to ensure products are in stock all day – especially during peak consumption times.

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Ensure all mealtime occasions are catered for within the chiller – including breakfast, lunch, dinner and snacks to maximise any sales opportunities.

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