Fuel10k has taken inspiration from Premier Foods stablemate Ambrosia again, this time unveiling a duo of ready-to-eat porridge pots.
Chocolate and Golden Syrup (rsp: £1.60/210g) are non-HFSS, high in calcium and a source of fibre – plus, each provides 13g protein.
The pots can be displayed and stored ambiently, with shoppers able to enjoy them as they are or heated up.
They are in selected Sainsbury’s stores, with a wider rollout planned for October.
The pots would meet the growing demand for high-protein breakfast options, particularly among younger shoppers, Fuel10k said.
It comes as owner Premier Foods is currently upgrading Ambrosia’s Lifton site in Devon to create enough production capacity to make 10 million additional porridge pots each year.
Ambrosia debuted its ready-to-eat porridge pots in 2022. According to Premier Foods, they have been “a huge hit”, which it presumably hopes to replicate under the Fuel10k brand.
However, the ready-to-eat porridge pots are just the latest launch in ambitious pipeline of innovation from Fuel10k over recent months.
For instance, it added a trio of yoghurt & granola pots (rsp: £1.89/173g) in July, plus Banana & Raspberry and Cinnamon Bun porridge pots (rsp: £1.35/70g).
Earlier this month, the protein breakfast brand added a trio of ambient rice pudding pots: Vanilla, Chocolate and Salted Caramel (rsp: £1.49/each).
Fuel10k’s ‘Fuel a Breakfast’ campaign, which sees the brand donate a portion of porridge to FareShare for every dry porridge pot or box of sachets purchased, will return in October.
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