Protein breakfast brand Fuel10K has cut the amount of added sugar in its liquid breakfast drinks by 30%.
In addition, the brand has said that its product development team has managed to improve all five flavours – banana, chocolate, strawberry, caffe latte and vanilla – by reducing the number of calories, increasing the protein content, and lowering the sugar and fat in comparison to rival products. The changes had not impacted on the taste of any of the products, it added.
In a show of confidence for the brand, Morrison’s has this week launched the improved liquid breakfast drinks across 350 of its stores, while Asda has recently doubled distribution of the Fuel10K breakfast drinks, which have a recommended retail price of £1.49 for a 330ml on-the-go bottle.
Fuel10K co-founder Barney Mauleverer said: “We’re really proud of our new creations and we hope everyone likes the taste and the balance of protein and carbohydrate per carton. We’ve listened to our consumers and worked with our retailer customers. In doing so we have managed to attract a loyal younger consumer into the category, who have typically found breakfast a struggle. We’re here to make breakfast easy and our new-recipe drinks will help attract more people into the breakfast category, which is already more than half the size of the porridge pot category, growing at 73% year-on-year.”
The brand has also announced that it has become the official breakfast product of endurance race Tough Mudder.
In April, it announced that it would double its investment in consumer activation campaigns after a “busy year”, which included putting off the chance to launch in the US through Walmart.
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