FUEL10K launches high protein multigrain flakes

Prepare to be bowled over at breakfast time. FUEL10K is levelling up breakfast for shoppers around the country, launching a range of Multigrain Flakes in two flavours: Chocolate and Red Berry. The crunchy wholegrain wheat flakes include toasted spelt and barley flakes, finished off with either milk chocolate coated flakes, or strawberries and raspberries for a touch of indulgence.

This latest innovation from FUEL10K is targeting the growing consumer demand for healthier breakfasts containing less sugar and more nutritional benefits like protein and fibre. The FUEL10K range is high in protein, high in fibre and delivers on the great taste consumers expect from the FUEL10K range. The FUEL10K brand appeals to a younger demographic and has been shown to recruit these younger consumers into the categories that it operates in^[1]. 

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^[2], 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, driving awareness of the new range. FUEL10K Multigrain Flakes will be rolling out across Tesco stores nationwide from mid-November in selected stores, subject to availability.

[1] Kantar, Total Breakfast Cereals | Total Market | 52 w/e 21st September 2024

[2] Kantar, Total Breakfast Cereals | Total Market | 52 w/e 21st September 2024