FUEL10K strengthens breakfast portfolio

FUEL10K is once again expanding its breakfast portfolio with the launch of its first-ever ready-to-eat porridge pots. The non-HFSS pots will be available in two flavours – Chocolate and Golden Syrup – that can be picked up and enjoyed straight from the pot, without any need for preparation. Each pot contains 13g of protein, is high in calcium and a source of fibre, catering to the increasing demand for high protein breakfast options, particularly among younger shoppers^[1].

FUEL10K, the second biggest dry porridge pot brand in Great Britain, has leveraged its expertise to develop two delicious new options to help retailers tap into the increasing opportunity in one of the fastest growing breakfast formats^[3]. The ready-to-eat pots can be displayed and stored ambiently, with shoppers able to enjoy them as they are or heated up, providing more choice for shoppers looking for a tasty, convenient high-protein breakfast to enjoy on the go.

It follows on from the recent launches of FUEL10K’s Yogurt & Granola Pots, Rice Puddings and two new flavours in its dry Porridge Pots range – Cinnamon Bun and Banana & Raspberry – as the brand continues to diversify its range to drive growth across the breakfast category and beyond.

[1] UK: qualities important when choosing breakfast, 2022 and 2024, Mintel, February 2022 and December 2024. Base: 1,887 (2022) and 1,890 (2024) internet users aged 16+ who eat breakfast

[2] Circana (UK) Ltd, All Outlets, GB, Breakfast, On The Go Breakfast Pots Dry (Category Defined by Premier Foods), Porridge Pots, Value & Unit Sales, 52 WE 30 Aug 2025

[3]  Circana (UK) Ltd, All Outlets, GB , Breakfast (Category Defined by Premier Foods), Value Growth, 52 WE 7 June 2025 vs. YA & vs. 3YA