FUEL10K, the brand owned and developed by Food & Drink specialist Fresh Marketing, is launching the ambient ‘Quark with Fruit’ into the breakfast category.

Designed to provide a fast, healthy breakfast, FUEL10K ‘Quark with Fruit’ is a new yoghurt-style pouch that’s is described as being low in fat and high in protein with no added refined sugar. The re-sealable packs target people who need to get up and go in the morning.

The 150g pouches don’t need refrigerating, and come in four flavours: raspberry and blueberry; mango and passionfruit; strawberry and banana; and vanilla bean and honey, with an RSP of £1.49.

Co-founder of FUEL10K, Barney Mauleverer says: “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.

“The squeezy re-sealable pouches are great for the growing ‘breakfast-on-the-go’ category, making them ideal for the convenience retailer. The vibrant stand-out packaging of FUEL10K is aimed at younger shoppers who have been skipping breakfast and avoiding the cereal isles; it’s bringing this group back to category and helping to drive incremental sales.

“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. All the retailers we have presented FUEL10K Quark with Fruit to have been excited about this innovation which is in response to the growing on-the-go category and the consumers’ need for convenient breakfast solutions that don’t compromise on taste or health.”

An integrated marketing campaign will support the launch of FUEL10K ‘Quark with Fruit’ including a massive sampling exercise as part of FUEL10K’s role as the Official Breakfast of Tough Mudder – the 10-12 mile ‘muddy’ endurance races designed to challenge the toughest of the mudders. FUEL10K Breakfasts will be on hand to encourage, fuel and draw more than 100,000 mudders into the brand at events around the country.

FUEL10K has a full range of protein-boosted breakfasts including Liquid Breakfast drinks, Porridge Pots, Ready to eat Granolas, Wheat Biscuits and Multigrain Flakes.

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