The Gentleman Magazine Issue 4 | August/September | Page 99

FUEL10K launches Low Sugar Granolas
Fast growing protein breakfast brand FUEL10K has launched
two new low sugar granolas – and they have been snapped up
by Tesco.
The new Low Sugar Granola will be available in two flavours –
Chocolate (3.8g sugar per 100g) and Apple & Cinnamon (4.8g
sugar per 100g). RRP £2.99 per 400g.
Featuring new packaging, with a distinctive white background
rather than the brand’s trademark black, the new Granolas is
now available in more than 500 Tesco stores.
Scott Chassels, Managing Director of FUEL10K, said: “We’re
on a mission to make breakfast more exciting. Consumers are
increasingly looking for convenient and nutritionally sound
breakfasts and we are delighted to add two great tasting low
sugar low sugar Granolas to our range.”
“The mix of natural sugars and Oligofructose, which is derived
from root vegetables, along with added cocoa or pieces of
apple and cinnamon combine to create a healthier and tasty
breakfast.”
In addition to Tesco, FUEL10K is stocked in Waitrose, Ocado,
ASDA, Morrisons, Sainsbury’s and the Co-Op. Alongside
the new low sugar Granolas are Quark with Fruit, Breakfast
Drinks, Porridge Pots, Wheat Biscuits and Multigrain Flakes.
Core consumer target
FUEL10K is not a sports nutrition brand rather a brand
aimed at a “more modern” and “younger than average” cereal
shopper. Recent Kantar Worldpanel data confirms that 44%
of FUEL10K shoppers are either pre-family or young family
consumers compared to the total category average of only 26%.
These shoppers are the main offenders of skipping breakfast
and in appealing to them the brand is growing the category
through incremental sales.
What’s with the 10K?
Author Malcolm Gladwell once wrote that if you want to
become brilliant at anything, you need to practise for 10,000
hours. So whether it’s cycling up hills, a Tough Mudder
challenge or dancing the cha-cha-cha, you need to make every
hour count. For the team at FUEL10K, it has become our
philosophy.
The Gentleman Magazine | 99