I think you'll have much better success pitching this as a readiness kit for natural disasters, or even to paranoid readiness nuts, than to zombie fiction fans.

There is clearly interest in products like this, based on big ticket items I see like home generators, canned food collections, solar-powered appliances, etc. Not exactly mainstream but for the right price point, you could pitch it as a cheap insurance policy.

I think what would be key would be clearly communicating all the cool stuff you include in the kit, what disasters it would enable you to survive/thrive in, and how, like a life insurance policy, this allows you to simply not worry about $RARE_EVENTUALITY_X.

Also important will be getting this in front of the right people. Find out where preparedness junkies congregate online, observe their discussions, and ask them what they think.