Kepak, the company behind the popular chilled snacking brand Rustlers, is assisting retailers in reducing costs associated with food-to-go waste through its innovative East St Deli range, aimed at addressing the primary issue of short shelf lives faced by convenience stores.
Traditional pre-packaged sandwiches generally have a shelf life of just 1-2 days. In contrast, the East St Deli range boasts “a market-leading shelf life.” Internal analysis suggests that this extended freshness could potentially lower food-to-go wastage in the sandwich category by as much as 50%, helping retailers combat the staggering 10.7 million–17.8 million sandwiches discarded annually in UK retail.
Kepak achieves this longevity through a method known as MAP Packaging, which preserves the quality of fresh ingredients for a more extended period. This advanced packaging optimizes the internal atmosphere to maintain a fresh taste and texture akin to ‘just-made’ products, all without relying on artificial preservatives.
Each item is packaged in highly recyclable aPET, paper, and cardboard materials, adhering to WRAP guidelines. As with all products manufactured in Kepak’s BRCGS gold-standard facilities, East St Deli is developed with a stringent focus on food safety and industry-leading quality assurance.
The East St Deli line includes a selection of premium sandwiches—Chicken & Stuffing, Chicken & Bacon Mayo, Tuna Mayo, Egg Mayo, and Cheese & Onion Mayo—along with two wrap options: Sweet Chilli Chicken and Chicken Caesar Wrap. These products launch at a time when the sandwich market is experiencing significant growth in the UK.
Monisha Singh from Kepak commented on the product debut, stating: “Retailers work hard to manage waste day-to-day, and we are committed to supporting them in this challenge. East St Deli proves that extending shelf life doesn’t mean sacrificing exceptional taste and quality.
“We’re giving retailers a range that provides a better opportunity to protect their margins while ensuring customer loyalty.” This launch follows research conducted by Kepak in collaboration with the ACS, which identified pre-packed sandwiches as the foremost product contributing to in-store waste.
Kepak anticipates that as reporting standards become stricter, the food-to-go sector will increasingly come under scrutiny as retailers strive to reconcile sustainability objectives with profitability.
