Fuel10k has taken notes from Premier Foods stablemate Ambrosia, unveiling a trio of ambient rice pudding pots.
Vanilla, Chocolate and Salted Caramel are non-HFSS and provide 13g of protein per pot. They have rolled into Asda and Sainsbury’s, each with an rsp of £1.49.
Billed as an “updated take on ambient rice pudding”, the pots were positioned to lure younger shoppers to the ambient desserts category, said Fuel10k.
They contained “recognisable ingredients” with no added sweeteners or stabilisers, “reflecting a wider consumer shift towards transparency and simplicity in food choices”, it added.
Additionally, the ambient nature of the range fitted into the rhythm of busy, modern lifestyles, said Fuel10k.
The puddings were easy to store at home, keep in a work bag or take to the gym with no need for refrigeration, it added.
Fuel10k was acquired by Ambrosia, Oxo and Mr Kipling owner Premier Foods for £34m in 2023.
Backed by Premier Foods’ R&D experts, the protein breakfast brand has embarked on an ambitious innovation pipeline over recent months.
In January, for instance, Fuel10k expanded its protein cereal range with a duo of Multigrain Hoops and made its first foray into baking mixes.
Fuel10k then unveiled a 10-strong range of high-protein ambient meals and snacks in April, spanning instant soups, noodles and microwaveable pouch meals.
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