What Rustlers does

Rustlers is a UK convenience food brand that manufactures and distributes pre-packaged flame-grilled beef burgers, chicken products, pork items, and meat-based ready-to-heat meals. Founded in 1999, the brand is owned and operated by Kepak Convenience Foods, part of the broader Kepak Group, with operational roots at Kepak Kirkham Limited in Lancashire and registered corporate office in Blanchardstown, Dublin. Its core production technology centres on flame-grilling applied to all beef burgers in the range, positioning the brand as a quality alternative within the chilled convenience food category that targets UK retail consumers seeking restaurant-style meals that can be quickly prepared at home or consumed on the go.

The product portfolio spans four main lines — Beef (e.g., Quarter Pounder, Double Decker Cheese Burger, Deluxe Bacon Cheese Burger, The Big Cheese), Chicken (e.g., Spicy Chicken Fillet Burger, Southern Fried Chicken Sub, Chicken Sandwich), Pork (e.g., Smokey BBQ Rib, Hot Dog variants, Meatball Sub), plus vegetarian and side-dish extensions ('Sidekicks') — with 20+ active SKUs listed on rustlersonline.com. Rustlers operates a hybrid go-to-market model: it sells through UK retail channels (supermarkets and convenience stores), operates its own e-commerce storefront, and runs a dedicated trade portal (kepaktrade.co.uk) to onboard retailers. Revenue is generated through one-time consumer purchases at retailer-set pricing; the company does not control retail prices and communicates special offers via Facebook and Instagram. Marketing is executed primarily through organic social (Facebook, Instagram) and content marketing via the brand website.

Rustlers is a private, subsidiary-level brand rather than a standalone corporate entity; no funding rounds, equity investors, leadership team, patents, or awards are disclosed in the input data. The data controller for website/privacy purposes is Kepak Kirkham Limited (UK registration ZA318691), and the operating company Kepak Convenience Foods is registered in Ireland (company number 377773). The 11-50 employee count reflects brand-level staff, with manufacturing scale likely residing in the parent Kepak Group's broader operations.

Name

Rustlers

Legal name

Kepak Kirkham Limited

Website

https://rustlersonline.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Rustlers is a UK convenience food brand, owned by Kepak Convenience Foods, that manufactures and distributes flame-grilled beef burgers, chicken products, pork items, and ready-to-heat meals through retail, e-commerce, and trade channels for UK consumers since 1999.

Ownership category

akta.pro rank

Product category

Convenience Food / Packaged Meat Products

NAICS

Other Snack Food Manufacturing (311919)

SIC

Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Cooked & RTE Processed Meats (Roasts, Meatloaf, Sliced RTE) (AFANAEAF)

akta.pro secondary industries

Hot Dogs, Frankfurters & Bologna (Emulsified/Comminuted Meats) (AFANAEAG), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Flame grilled burgers
• Convenience food
• Frozen meat products
• Pre-cooked meals
• Packaged burgers

Headquarters

HQ city

Kirkham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Consumer Sales: Rustlers generates revenue through sale of pre-packaged convenience food products sold through retail channels including supermarkets and convenience stores

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Rustlers manufactures and sells pre-packaged convenience food products, specializing in genuine fully flame-grilled beef burgers, alongside chicken, pork, and related ready-to-heat meals. Products are sold under the Rustlers brand (owned by Kepak Convenience Foods) to UK consumers through retail channels and the company's own e-commerce storefront. The portfolio is organized into beef, chicken, pork, and vegetarian lines designed for quick home cooking, BBQ, and on-the-go consumption.

Product overview

Rustlers is a convenience food brand owned by Kepak Convenience Foods, operating since 1999, specializing in genuine flame-grilled burgers and fast food products. The portfolio is organized into four main product lines: Beef (including Quarter Pounder, Double Decker Cheese Burger, Deluxe Bacon Cheese Burger, Cheese Burger, Beef Burger, The Big Cheese, Twin Cheese Burger, and Cook in Box Cheeseburger), Chicken (featuring Chicken Sandwich, Southern Fried Chicken Sub, Southern Fried Chicken, Twin Southern Fried Chicken, Spicy Chicken Fillet Burger, Loaded BBQ Popcorn Chicken Wedges, Irish Style Chicken Spice Box, Crispy Southern Fried Chicken Feast Box, Chilli & Garlic Chicken Gyros, and Chicken Nacho Bites), Pork (covering Smokey BBQ Rib, All Day Breakfast Sausage Muffin, Twin BBQ Rib, Classic Hot Dog, Twin Hot Dog, and Meatball Sub), and a Vegetarian line. All beef burgers are marketed as fully flame grilled, and products include ready-to-heat convenience meals designed for quick preparation.

Differentiator

Problem solved

Functional benefit

Products and services

• Quarter Pounder Fully flame-grilled quarter-pound beef burger sold as a pre-packaged convenience food for retail consumers.
• Double Decker Cheese Burger Fully flame-grilled double-decker beef cheese burger sold as a pre-packaged convenience meal.
• Deluxe Bacon Cheese Burger Flame-grilled beef burger with bacon and cheese, packaged as a convenience meal.
• Cheese Burger Fully flame-grilled beef cheese burger sold as a pre-packaged convenience food.
• Beef Burger Single flame-grilled beef burger sold as a pre-packaged convenience meal.
• The Big Cheese Larger flame-grilled beef cheese burger sold as a pre-packaged convenience meal.
• Twin Cheese Burger Two flame-grilled beef cheese burgers sold together as a pre-packaged convenience meal.
• Cook in Box Cheeseburger Flame-grilled beef cheese burger in cook-in-box packaging for at-home oven convenience.
• Chicken Sandwich Pre-packaged chicken sandwich sold as a ready-to-heat convenience meal.
• Southern Fried Chicken Sub Southern-fried chicken in a sub roll, packaged as a ready-to-heat convenience meal.
• Southern Fried Chicken Pre-packaged southern-fried chicken pieces sold as a convenience meal.
• Twin Southern Fried Chicken Two-portion southern-fried chicken pack sold as a convenience meal.
• Spicy Chicken Fillet Burger Spicy chicken fillet in a burger, sold as a ready-to-heat convenience meal.
• Loaded BBQ Popcorn Chicken Wedges Popcorn chicken loaded with BBQ flavor served with wedges, packaged as a ready-to-heat convenience meal.
• Irish Style Chicken Spice Box Irish-style spiced chicken served in a box, packaged as a ready-to-heat convenience meal.
• Crispy Southern Fried Chicken Feast Box Crispy southern-fried chicken served in a feast box, packaged as a ready-to-heat convenience meal.
• Chilli & Garlic Chicken Gyros Chilli and garlic chicken gyros, packaged as a ready-to-heat convenience meal.
• Chicken Nacho Bites Chicken nacho-style bites, packaged as a ready-to-heat convenience snack/meal.
• Smokey BBQ Rib Smokey BBQ-flavored pork rib, packaged as a ready-to-heat convenience meal.
• All Day Breakfast Sausage Muffin Breakfast sausage in a muffin, packaged as a ready-to-heat convenience breakfast meal.
• Twin BBQ Rib Two-portion BBQ pork rib pack sold as a ready-to-heat convenience meal.
• Classic Hot Dog Classic pork hot dog in a bun, packaged as a ready-to-heat convenience meal.
• Twin Hot Dog Two-portion pork hot dog pack sold as a ready-to-heat convenience meal.
• Meatball Sub Meatballs in a sub roll, packaged as a ready-to-heat convenience meal.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• BGN AgencyminorOthersBGN Agency is the web development agency that built and maintains the Rustlers website (rustlersonline.com)

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Ginsters: UK savoury pastry and convenience meal brand (Cornish pasties, slices, wraps) owned by Samworth Brothers. Comparable on UK grocery fixture positioning, ambient/chilled convenience format, and on-the-go meal occasion.
• Richmond Sausages: UK sausage and convenience meat brand owned by Pilgrim's Pride, sold through the same major supermarkets and convenience channels as Rustlers. Directly comparable on category (processed/cooked meat), channel (UK grocery retail), and target occasion (quick convenience meals at home).
• Mattessons: UK processed meat snack brand (frankfurters, snack-sized meat products) selling through grocery and convenience channels. Comparable on processed meat category, UK retail distribution, and impulse/occasion-based consumption.
• Bernard Matthews: Iconic UK convenience poultry brand (turkey burgers, dinosaur shapes, ready meals) selling into the same supermarkets and convenience channels. Comparable on UK convenience meat positioning, chilled/frozen RTE format, and family-meal occasion.

Broad incumbents

• 2 Sisters Food Group: Major UK food manufacturer supplying prepared meats, ready meals and convenience products across retail and foodservice. Comparable as a larger, multi-category convenience food incumbent with similar grocery channel exposure.
• Young's Seafood: UK prepared seafood brand (fish fingers, ready meals) selling through the same grocery channels. Comparable as a UK branded chilled/frozen convenience protein player, though anchored in seafood rather than red meat and poultry.
• Kerry Foods: Owner of Richmond and a broad portfolio of UK and Irish convenience meals (cheese strings, ready meals, sausages). Comparable as a larger portfolio incumbent operating in the same UK convenience meat/chilled fixture with overlapping category reach.
• McCain Foods: Global leader in frozen prepared potatoes and broader frozen convenience meals, with strong UK retail presence. Comparable as a frozen/chilled convenience food incumbent addressing similar in-home quick-meal occasions, though with a broader portfolio.
• Cranswick: Large UK primary pork and prepared foods manufacturer with branded and private-label convenience ranges (sausages, cooked meats, ready meals). Comparable as an established UK protein-convenience producer with broader capabilities and customer mix than Rustlers.

Emerging players

• Rollover Hot Dogs: Smaller UK convenience food brand focused on hot dogs and similar quick-meal protein formats in retail and foodservice. Comparable on product format overlap (hot dogs, quick meals) and UK retail convenience positioning, though smaller and more narrowly ranged.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RustlersSnacks
• Instagraminstagram.com/rustlersuk
• Xx.com/RustlersOnline

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rustlers