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Premier Foods-owned protein-boosted food brand Fuel10K has launched into ambient desserts with a new range of rice puddings.

The non-HFSS puddings contain 13g of protein per pot, are low in fat, and contain no artificial colours or flavours. They deliver an updated take on ambient rice pudding, available in three flavours: vanilla, chocolate, and salted caramel.

Fuel10K said it spotted a gap in the ambient desserts category for high-protein treats. The ambient desserts category currently under trades with younger shoppers, who are driving protein purchases. The brand aims to recruit more shoppers from this demographic and drive category growth through this latest innovation.

The new rice puddings cater to demand for cleaner label options, containing no added sweeteners or stabilisers in line with a shift toward transparency and simplicity in food choices. According to an NSF report, 82% of 18-24-year-old consumers read food labels before purchasing products.

Thanks to their ambient nature, the puddings are designed to fit seamlessly into the rhythm of busy, modern lifestyles, offering convenience and flexibility for consumers.

The rice pudding range follows the launch of Fuel10K’s first non-HFSS protein baking mix range, which launched in the UK earlier this year.

Fuel10K High Protein Rice Puddings are now available in Asda and Sainsbury’s with an MRSP of £1.49 per individual pot.