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].
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