Protein-rich breakfast brand Fuel10k will double its investment this year in consumer activation campaigns, after it put off the chance to launch in the US with a listing in Walmart.
It will partner with a number of high-profile mass participation activities up and down the country to become their official breakfast brand, reaching more than half a million consumers with a sampling campaign aimed at those that usually skip breakfast. Fuel10k was at part of 85% year-on-year growth in the breakfast drinks category and has embarked on an ambitious campaign of reformulation over the last year, increasing the protein content of its Protibrick, Protiflakes and granolas; changing their boxed cereals; and reducing the amount of sugar in its breakfast drinks.
And, as founder Barney Mauleverer explained, they even found it necessary to decline a debut listing with US retail giant Walmart.
“We often look for inspiration from the US but our research last year clearly showed that the breakfast category there is quite a lot further behind the UK,” Mauleverer said. “When Walmart confirmed a listing for this summer we seriously considered a US launch. Although we set up a subsidiary, Fuel10k Inc, on reflection, we decided to postpone a launch with the sense that we have plenty of work to do on the home front right now where things just seem to be getting more exciting.”
And Mauleverer argued that the release of high-in-protein breakfast variants from bigger brands – such as Weetabix Protein – highlighted the progress that Fuel10k was making at the forefront of the protein-rich breakfast cereals category.
He continued: “If our role has been to lead the charge, inspire and reinvigorate the UK breakfast category, I would like to think we have done a pretty good job given the new developments we are seeing by other brands today.
“We have also worked hard to reduce sugar where possible without compromising taste. We are really pleased with the new flavours and will relaunch them with 25% less sugar next month.”
The brand successfully persuaded Asda to merchandise all of their ready-to-eat protein cereals together, evidencing the growing importance of the emerging protein category and making it easier for consumers to find Fuel10k’s products.
“Our principal aim is to encourage other retailers to follow suit in block merchandising protein areas in breakfast – much like free-from or organic. If we can achieve this, Fuel10k will become a significant player in breakfast.
“We have a real job to do in the next 12–18 months to educate consumers on the importance of breakfast and what role protein can play in their diet.”
© FoodBev Media Ltd 2024