Fuel10K has expanded its range of breakfast cereals with a duo of multigrain flakes.
The non-HFSS wholegrain wheat flakes (rsp: £3.69/350g) contain toasted spelt and barley.
Available in Red Berry Crunch – with strawberries and raspberries – and Chocolate Crunch – with milk chocolate coated flakes – they will hit Tesco on 11 November, with a wider grocery rollout to follow.
They tapped “growing consumer demand for healthier breakfasts containing less sugar and more nutritional benefits like protein and fibre”, said Fuel10K.
“At Fuel10K we want to make breakfast more exciting for shoppers with a great-tasting range of more nutritional breakfasts,” said Fuel10K brand director Scott Chassels.
“Fuel10K is bringing younger shoppers into the breakfast cereals category, which is important for the future of cereals and this launch will help engage even more shoppers looking for healthier alternatives,” Chassels added.
It comes after the challenger brand was acquired by Premier Foods for £34m at the end of 2023.
Premier Foods then partnered with THG Commerce in August to launch a DTC platform for the brand.
Fuel10K last month ran a campaign in support of FareShare, which saw it donate 50g porridge to the charity for every pot or box of porridge sold in participating supermarkets.
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