Success Case Study: Fuel10K - Delivering added protein benefits via traditional and contemporary breakfast options
Breakfast drinks and related alternatives are a growing opportunity within the context of fragmenting or missed breakfast occasions, with opportunities for big players and new upstarts to disrupt the marketplace with creatively branded and marketed products that meet more on-the-go lifestyle needs. Fuel10K is a range of boxed cereals, and on-the-go products including liquid breakfasts, with reduced sugar and added protein. It was created by friends and marketers Barney Mauleverer and Alex Matheson, Fuel10K is a breakfast range including traditional cereals and on-the-go drinks that is centered on high-protein, low-sugar claims.
Fuel10K has correctly targeted the nexus between several trends and need states, most particularly the desire for on-the-go consumers whose breakfast skipping or fragmenting occasions can negatively affect their nutrition, to find solutions that provide enhanced benefits in a convenient format. The High-protein, low-sugar, and lifestyle-friendly options drive appeal among breakfast skippers”, and the high-protein trend can be successfully leveraged as a breakfast selling point.
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