Premier Foods-owned brand FUEL10K is launching a new Multigrain Flakes range in two flavours: Chocolate and Red Berry. The wholegrain wheat flakes include toasted spelt and barley flakes, finished off with either milk chocolate coated flakes, or strawberries and raspberries (MSSP: £3.69 – 350g).
FUEL10K stated that its latest innovation is targeting the growing consumer demand for healthier breakfasts containing less sugar and more nutritional benefits like protein and fibre. The brand appeals to a younger demographic and has been shown to recruit these consumers into the categories that it operates in.
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 nutritional breakfasts. The FUEL10K Multigrain Flakes are also non-HFSS, high in protein and high in fibre. FUEL10K is bringing 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 launch will be supported with FUEL10K’s biggest ever digital advertising and influencer campaign. FUEL10K Multigrain Flakes will be rolling out across Tesco stores nationwide from mid-November in selected stores.
