FUEL10K, the second biggest dry porridge pot brand in Britain, is adding two new flavours to its high protein porridge pots range: Banana & Raspberry and Cinnamon Bun.
Breakfast is the number one in-home meal occasion, with the brand noting that protein is a key driver for younger shoppers. The FUEL10K porridge pots tap into the on-the-go occasion with trending flavours.
The new launches will be accompanied by a recipe reformulation on the Golden Syrup pot, which will be implemented on the wider range later this year. This will also feature a new look on-pack that is also rolling out across Golden Syrup, Chocolate and Salted Caramel later this year. The new design aims to create more stand-out on shelf and highlight the taste, nutritional benefits like being high protein and a source of fibre. Alongside this, the new recipe should improve the taste, texture and flavour with bigger wholegrain oats.
Dan Jalalpour, global marketing director of breakfast at Premier Foods, commented: “We recognise that shoppers are increasingly looking for convenient yet delicious breakfasts to fit into their busy lifestyles, and we’re delivering even more choices to help kick start their day. We have a great track record of bringing younger shoppers into the breakfast category, and believe our latest flavour innovations and recipe enhancement will drive even more consumers into the aisle and help retailers make the most of the opportunity.”
The new FUEL10K Banana & Raspberry and Cinnamon Bun flavour porridge pots (70g – £1.35 MRSP) will be available in Morrisons from mid-July, followed by a wider grocery roll-out later in the year.
