Fuel10K has created new on-the-go Low Sugar and Dairy free (coconut milk powder) porridge pots.
Available now, the new low sugar Crunchy Peanut and Golden Syrup flavours (rrp £1) aim to enhance Fuel’s position as the UK’s second biggest porridge pot provider in a £28m market which is currently dominated by Quaker (IRI Market Place, Oct ’17). FUEL’s latest distribution gains for 2018 are expected to deliver considerable growth from the newly extended range.
Barney Mauleverer, co-founder of Fuel10K says, “We’re targeting the 20million adults in the UK who do not eat breakfast at home but who view health as being important and the primary purchase driver for 1.2bn UK breakfast occasions (Kantar Worldpanel, April 2017).
“Our own research found that 68% of consumers are concerned about sugar levels and a further 58% are looking for more protein in their diet (750 respondents, Nov 2017). We’re targeting those whose needs are not being met by traditional cereal providers, focusing on their dietary needs by cutting the sugar and adding a dairy free option.”
The new 60g porridge pots are low sugar, diary free, high fibre and protein boosted with 100% natural ingredients including rolled oats, plant proteins and natural sweetener with either golden syrup flavour notes or crunchy peanut pieces.