Kepak has unveiled Rustlers in new ‘Cook in Box’ format, aiming to strengthen its position within the high growth food to go market.

The new packaging, which contains a Kepak patented packaging format, enables consumers to heat the fully assembled burger without even opening the pack.

It includes a ‘micro-crisping sleeve’, which has been developed to ensure the bun is perfectly cooked.

The packaging performs a dual role, creating a protective barrier around the product, eliminating any messy preparation in the workplace or with in-store microwaves, whilst also acting as a product carrier to enable easy consumption on the go.

Two Rustlers products will be introduced in the new format: the All Day Breakfast Double Sausage Muffin with cheese and brown sauce (RRP £2.50) and the Classic Cheeseburger topped with cheese and Rustlers signature sauce (RRP £2.50).

“When looking at how the category served the on the go and workplace channels, we identified an untapped opportunity to present our products in a different way, to further address consumer needs in these channels, whilst leveraging the core strengths of Rustlers,” said Adrian Lawlor, marketing and business development director at Kepak.

“We also wanted to create a low cost approach for retailers and food operators to develop incremental opportunities for hot food across a variety of day parts. We are confident that this latest innovation will create a significant new growth platform for us and our customers, in these channels and beyond.”

The range has now launched in selected Co-op, NISA and One Stop stores and will be rolling out across the UK in the coming months.