FUEL10K has launched its new Multigrain Hoops range in two flavours: Chocolate and Original. The breakfast cereal is non-HFSS, with 30% less sugar whilst high in protein and fibre to appeal to younger shoppers looking for healthier options.
Cereal is the number one choice at breakfast and accounts for 50.6% of breakfast occasions. However, the brand noted that there is a barrier for some shoppers, with a perception that many cereals are unhealthy and high in sugar. It therefore believes that there is a gap in the market for new innovations that are lower in sugar without compromising on taste.
The brand first entered the big box cereal sub-category in November last year with the introduction of its rice, wholegrain and wheat flakes in two flavours – Red Berry Crunch and Chocolate Crunch, which is showing early success. FUEL10K is now expanding this offering with a new Original flavour launching this month.
Scott Chassels, Brand Director for FUEL10K at Premier Foods, commented: “At FUEL10K we want to make breakfast more exciting for shoppers with a great tasting range of more functional breakfasts. FUEL10K Hoops are also non-HFSS, high in protein, high in fibre and with 30% less sugar. The brand is bringing more younger shoppers into the breakfast cereals category, which is important for the future of cereals, and this launch will help engage even more shoppers looking for healthier alternatives.”
The FUEL10K Multigrain Hoops in Original Crunch and Chocolate Crunch (MSSP: £3.49 – 350g) are rolling out in select Asda stores. The launch will be supported by FUEL10K’s biggest-ever digital advertising and influencer campaign.
