Rustlers is adding a doner kebab to its chilled range as the brand looks to cash in on demand for quick, air fryer-friendly fakeaway meals.

The Kepak-owned brand has launched its new Classic Doner Kebab in Tesco, Morrisons and Sainsbury’s, with an Asda rollout to follow from 11 May.

Priced at £2.50, the 148g product features doner meat in a flatbread with chilli and garlic sauce sachets, and is designed to be cooked in four minutes in an air fryer.

The brand is betting that shoppers still want the flavour and familiarity of a takeaway, but at a lower price point and with less friction. Air fryer compatibility is central to that pitch, particularly as brands continue to tailor NPD around how people are now actually cooking at home.

The doner launch also fits a wider pattern for Rustlers, which has been leaning harder into formats that borrow from fast food and takeaway culture. It follows the recent launch of the Spicy Chicken Fillet Burger and the brand’s move into frozen meal kits, including its Irish Style Chicken Spice Box.

Elaine Rothballer, head of marketing for consumer brands at Kepak, said the aim was to bring a well-known takeaway format into a more convenient and affordable at-home format.

She said: “Consumers are looking for the ultimate in convenience, something that’s quick, tasty and mess-free. With our new Rustlers Classic Doner Kebab, we’re bringing the trusted taste of a takeaway favourite into the home.”

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