Fuel10K expands into home baking with duo of protein cake mixes

Protein breakfast brand Fuel10K has expanded into home baking with a duo of mixes.

Chocolate Muffin Mix (150g/makes six) and Original Pancake, Waffle & Crepe Mix (200g/makes eight) provide 10g and 15g of protein per serving respectively.

Both have rolled into Tesco, each with an rsp of £2.89.

The “simple” mixes – which require a few basic ingredients, like eggs, milk and oil – were suitable for first-time bakers, said Fuel10K.

With no artificial colours, preservatives or flavours, the mixes offered shoppers the opportunity to enjoy a sweet treat, “without having to compromise on their commitment to health and wellbeing”, said Fuel10K.

Fuel10K expanded its protein cereal range with a duo of Multigrain Hoops (rsp: £3.49/350g), Cocoa Crunch and Original Crunch, earlier this month.

Both variants hit selected Asda stores, along with Original Multigrain Flakes (rsp: £3.69/440g).

“At Fuel10K we want to make breakfast more exciting for shoppers with a great tasting range of more functional breakfasts,” said Fuel10K brand director Scott Chassels at the time.

“The brand is bringing more younger shoppers into the breakfast cereals category,^. which is important for the future of cereals,” he added.

Fuel10K bucked the trend of branded volume declines in the cereal category, experiencing a 9.2% uptick in volume sales in 2024 [NIQ 52 w/e 7 September 2024].