Fuel10k is launching a new range of larger 70g porridge pots, reformulated with increased protein and less sugar.

The pots offer better value for consumers, offering 10g more than the previous 60g pot, at the same price of 97p-£1.00.

The flavours are: golden syrup, original, forest fruits, honey nut & raisin, chocolate and apple & cinnamon. 

Across the range, sugar has been cut by between 6% and 70%, and protein increased by up to 10%.

Barney Mauleverer, co-founder of Fuel10k said: “These pots represent great value. Having panelled our consumers, who tend to be a younger demographic than those buying other porridge brands, it was clear that they were wanting a bigger serving. We are delivering this with no extra cost in a bid to drive further incremental sales. 

“We are seeing that the protein trend is normalising. There is growing acceptance of protein as a more everyday ingredient compared to when we first launched, when the assumption was that it was all about muscle building.”

To support its expanding range, Fuel10k is introducing the brand to new consumers through taste tests and trials; all supported by collaborative promotional activities with retailers. The company aims to reach the 16 million active consumers who play sport at least once a week (source: Sport England 2016) and to encourage more people to get active.