FUEL10K's new savoury launches
High protein is taking over the shelves, and FUEL10K is leading the charge. Building on the success of its breakfast and snacking ranges, FUEL10K is looking to make its mark in savoury snacks and meals. The 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 has leveraged its track record of delivering a wide range of great-tasting high protein options to deliver a diverse range of products that offer an option for health conscious, time-poor consumers. Protein is driving growth in other categories, but there are limited high protein options within quick meals, snacks and soup. There is a great opportunity within this category for a credible and trusted brand to offer more choices with added nutritional benefits, delivering delicious meals that are quick and easy to make. This is where FUEL10K comes in, using its expertise to bring fuel for busy consumers into the ambient easy meal and snack aisle.
FUEL10K Microwaveable Pouch Protein Bowls come in Warming Mexican Bean Chilli and Rich Moroccan Chickpea Tagine. Designed to deliver on a nutritional snack, both flavours are high in plant-based protein and fibre and are ready in just three minutes to offer a quick and tasty snacking meal.
FUEL10K is 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.
FUEL10K Noodle Pots are ready to re-invigorate the noodles category, available in Roast Chicken, Katsu Curry, Sizzling Beef and Sweet Chilli flavours. The tasty noodles provide a delicious snack to keep shoppers going during the day with 20g of protein per pot – allowing consumers to just add water, stir and enjoy.
FUEL10K is growing faster than the market average[1] in every category it currently occupies, such as granola, drinks, porridge pots and sachets, and oat bars. Its latest launches will look 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 are available in Sainsbury’s from the 14th of April. The Instant Soup Sachets are also available from the 14th of April in selected grocery stores, subject to availability. FUEL10K’s Noodle Pots will be available from the 28th of April in selected grocery stores, subject to availability.
[1] Nielsen 52wk YoY RSV Growth to w/e 16/12/2023
