Protein cereal brand Fuel10k has added a range of Multigrain Hoops.
Available in Cocoa Crunch and Original Crunch (rsp: £3.49/350g), the HFSS-compliant cereals are high in fibre and protein.
They contained 30% less sugar compared to similar shaped breakfast cereals, Fuel10k claimed, citing Dunnhumby research [Future of Cereals, February 2024].
Perceptions around the cereal category were a barrier to some shoppers, as many options were unhealthy and high in sugar, said Fuel10k.
Therefore, these innovations were positioned to appeal to younger shoppers “looking for a tasty, healthier breakfast”, it added.
Fuel10k has also expanded its range of Multigrain Flakes, which debuted in November, with an Original variant (rsp: £3.69/440g).
All three cereals have rolled into selected Asda stores.
“At Fuel10k we want to make breakfast more exciting for shoppers with a great tasting range of more functional breakfasts,” said Fuel10k brand director Scott Chassels.
“The brand is bringing more younger shoppers into the breakfast cereals category,. which is important for the future of cereals,” Chassels added.
The launch is being backed by Fuel10k’s “biggest ever” digital advertising and influencer campaign.
It comes after branded cereal volumes declined by 6.5% in the year to 7 September 2024, as reported in The Grocer’s Top Products survey [NIQ].
However, Premier Foods-owned Fuel10k managed to buck this trend. It experienced a 9.2% uptick in unit sales of its cereals over the period.
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