Rustlers has announced it’s doubling down on the UK’s booming appetite for fried chicken with the launch of its Spicy Chicken Fillet Burger.
Rolling out across numerous retailers throughout April including Co-op stores, the NPD is designed to bring crunchy chicken into the chilled aisle, tapping into demand driven by the rapid growth of high street chicken chains.
The new 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.
Ready in just eight minutes in the air fryer, it targets shoppers seeking convenient meal solutions that replicate OOH favourites at home.
Elaine Rothballer, head of marketing, for consumer brands at supplier Kepak, said: “Chicken isn’t just a trend, it’s a cultural phenomenon. Consumers are actively seeking out that crunchy, indulgent experience and increasingly want to recreate it at home.
“With our new Spicy Chicken Fillet Burger we’re giving shoppers exactly that - bold flavour, real crunch and total convenience. It’s about delivering the satisfaction of a takeaway, without leaving the house.”
The launch will be supported by in store activation and an ATL activation to drive product awareness.
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