Building on the success of its breakfast and snacking ranges, FUEL10K is looking to make its mark in savoury snacks and meals.
The Premier Foods-owned brand is expanding with a range of high protein Noodle Pots and Instant Soup Sachets, alongside Microwaveable Pouch Protein Bowls, to cater to demand for high-protein offerings within the quick meals, snacks and soup categories.
FUEL10K Microwaveable Pouch Protein Bowls come in Mexican Bean Chilli and Moroccan Chickpea Tagine variants. Both flavours are high in plant-based protein and fibre and are ready in three minutes to offer a quick snacking meal.
FUEL10K is also looking to re-energise the soup category with its latest launch, tapping into flavours that consumers are familiar with but with additional nutritional benefits to introduce new demographics into the aisle. The Instant Soup Sachets are available in Tomato, Chicken, Vegetable and Mushroom flavours. All of the flavours are high protein, low fat and contain no artificial preservatives.
Meanwhile, the new FUEL10K Noodle Pots are available in Roast Chicken, Katsu Curry, Sizzling Beef and Sweet Chilli flavours, each containing 20g of protein.
FUEL10K is growing faster than the market average in every category it currently occupies, such as granola, drinks, porridge pots and sachets, and oat bars. Its latest launches aim to replicate that popularity and help retailers bring more younger shoppers into the ambient aisle.
Kate Yateman-Smith, brand director of quick meals, snacks and soup at Premier Foods, commented: “We know the FUEL10K brand resonates with consumers who are looking for products with higher protein content but, importantly, that still taste great. It’s what we believe has made FUEL10K breakfast products so popular. By utilising our R&D and innovation expertise we’re now taking the brand into new categories with even more products designed to meet the needs of consumers looking for nutritious and protein rich products no matter the time of day.
“Using our consumer insight to launch new products under popular brands like FUEL10K is a key part of the Premier Foods Branded Growth Model, which drives our growth while also helping retailers drive sales. Our latest innovations will see the brand’s growing reputation work even harder for our retail customers as consumers embrace FUEL10K in multiple new formats.”
FUEL10K’s new Microwaveable Protein Bowls (MRSP: £3.00) are rolling out this week in Sainsbury’s. The Instant Soup Sachets (MRSP: £1.75) are also available in selected grocery stores, while the Noodle Pots (MRSP: £1.50) will be available from 28th April in selected grocery stores.
