FUEL10K, the Premier Foods-owned brand known for its protein breakfasts and snacks, has expanded into the ambient desserts category with the launch of a range of rice puddings in three flavours – Vanilla, Chocolate, and Salted Caramel.
The non-HFSS puddings are not only high in protein (13g per pot), but also low in fat and have no artificial colours or flavours. The brand stated that the new range delivers an “updated take on ambient rice pudding, offering a sweet, high protein treat suited to a variety of consumption occasions”.
FUEL10K noted that the ambient desserts category currently under trades with younger shoppers. However, these consumers are driving protein purchases, so the new range has the potential to attract more people to the category and drive growth.
The new rice pudding pots include recognisable ingredients, with no added sweeteners or stabilisers, reflecting the wider consumer shift towards transparency and simplicity in food choices. This trend is particularly evident among younger shoppers, with 82% of 18–24-year-olds reading food labels before purchasing.
FUEL10K High Protein Rice Puddings are rolling out in Asda and Sainsbury’s with an MRSP of £1.49.
