Fuel10K adds ambient quark with fruit to UK breakfast category

Protein brand Fuel10K has launched an ambient addition to the breakfast category that combines quark with fruit.

The new Quark with Fruit squeezy pouches deliver yogurt-style, high-protein meals in handy resealable packs that are low in fat and free from added refined sugar, the Fresh Marketing-owned brand said.

The new product will launch in supermarket Sainsbury’s, followed by Asda, in the last quarter of 2016 with four flavours to choose from: raspberry and blueberry, mango and passionfruit, strawberry and banana, and vanilla bean and honey. The 150g pouches have a recommended retail price of £1.49 each.

Fuel10K co-founder Barney Mauleverer said: “Fuel10K is all about delivering fast, easy and healthy protein breakfasts that taste great. Quark has some fantastic qualities that are a perfect fit. It’s an excellent source of natural protein that helps you feel fuller for longer and it’s low in fat. We have been working on the project for over 18 months so it is great to finally have something for both our retailers and consumers.

“The squeezy resealable pouches are great for breakfast on the go, making them ideal for younger shoppers who have been skipping breakfast and avoiding the cereal aisles. Breakfast on the go is a relatively new breakfast category that’s in high growth. At Fuel10K, we now have a range of porridge pots, breakfast drinks and pouches which are bringing younger shoppers back to the category and helping to drive incremental sales. All of the retailers we have presented Fuel10K pouches to have been really excited about this innovation, which is in response to the growing on-the-go category and consumer need for convenient breakfast solutions that don’t compromise on taste or health.”

An integrated marketing campaign will support the launch of Fuel10K’s new Quark with Fruit, including an extensive sampling exercise as part of its role as the official breakfast of Tough Mudder – the endurance race designed to challenge the toughest of athletes.