FUEL10K is putting the crunch back into the breakfast category with the launch of its new Multigrain Hoops range in two delicious flavours: Chocolate and Original. The Multigrain Hoops are non-HFSS, with 30% less sugar whilst high in protein and fibre[2], to appeal to younger shoppers looking for a tasty, healthier breakfast option.

Cereal is a number one choice at breakfast and accounts for 50.6% of breakfast occasions[3]. However, there is a barrier for some shoppers, with a perception that many cereals are unhealthy and high in sugar. Therefore, there is a gap in the market for new innovations that are lower in sugar without compromising on great taste.

FUEL10K is the fastest growing cereals brand[4], and its new Multigrain Hoops are set to go against the grain and meet current demand by providing a tasty and convenient cereal option that has less sugar and is high in protein and fibre. The brand first entered the big box cereal subcategory in November with the introduction of its rice, wholegrain and wheat flakes in two flavours – Red Berry Crunch and Chocolate Crunch, which is showing early success. FUEL10K is now expanding this offering with a new Original flavour this January, to continue to invigorate the category and drive growth.

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 functional breakfasts. FUEL10K Hoops are also non-HFSS, high in protein, high in fibre and with 30% less sugar. The brand is bringing more younger shoppers into the breakfast cereals category[5], which is important for the future of cereals, and this launch will help engage even more shoppers looking for healthier alternatives.”

The FUEL10K Multigrain Hoops in Original Crunch and Chocolate Crunch are on shelf in selected Asda stores from the 2nd of January, subject to availability, alongside the FUEL10K rice, wholegrain and wheat Flakes Original flavour.  The launch will be supported with FUEL10K’s biggest ever digital advertising and influencer campaign, driving awareness of our new range with our target audience.

[1] Dunnhumby Future of Cereals, Qual Research, Feb 2024. + 30% less sugar compared to similar shaped breakfast cereals.

[2] Dunnhumby Future of Cereals, Qual Research, Feb 2024. + 30% less sugar compared to similar shaped breakfast cereals.

[3] Kantar Usage | Total Breakfast | Occasion % | 52 we 6th October 2024

[4] NIQ 52 weeks to 7 Sept 2024

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

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