Kepak is expanding its Rustlers brand with the launch of a Marinara Meatball Sub Sandwich, launching exclusively in convenience.

The sub will be available to convenience later this month at an RRP of £2.30, before wider expansion in April.

Elaine Rothballer, head of marketing consumer brands at Kepak, said the launch coincided with the rise of the ‘fake-away’ trend amid the rising cost of living.

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“Rustlers Meatball Sub taps into this opportunity as it allows shoppers to recreate a much-loved quick-service restaurant favourite at a great price,” she said.

“The top foods we consume for lunch remain sandwiches, soup and toast-based meals. However, more filling and flavour packed lunches such as Italian food (+13%) are seeing the fastest growth. This highlights the opportunity for a hot lunch option beyond the mediocre that delivers against convenience, enjoyment, and value for money.”

Rustlers’ existing hot eat sandwich range is worth £1.6m and is growing by 39% annually in convenience.

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