Fuel10K is taking on Quaker Oats with its own range of instant porridge sachets.
Three flavours – Golden Syrup, Salted Caramel and Chocolate – have rolled into Asda in the new format (rsp: £2.75/10x36g).
The sachets are HFSS-compliant, in line with the brand’s range of porridge pots.
Made with rolled oats and “boosted” with milk protein, they are billed as making “seriously tasty porridge that doesn’t compromise on convenience or nutrition”.
Fuel10K managing director Scott Chassels said the team had “always had great consumer feedback about how tasty our porridge is, and we wanted to provide consumers with a range of options to suit their lifestyles”.
The sachets provided “a quick, delicious and economical option at a time when the cost of living is increasing at such a high rate”, said Chassels.
It follows a flurry of recent instant oat launches from brands hoping to appeal to busy shoppers.
Quaker Oats, for instance, launched a duo of fruity instant porridge sachets into retailers in June. It followed this up with the launch of its Heavenly Oats pots – in Chocolate Orange and Caramel Fudge flavours – in August.
Gut Health brand Bio & Me launched its own duo of prebiotic instant porridge pots in March; and Epic Oats debuted its low-sugar, granola-topped porridge pots in June.
No comments yet