Success Case Study: Fuel10K - Delivering added protein benefits via traditional and contemporary breakfast options

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.


  • Functionality can help consumers to reprioritize eating breakfast if they feel they are getting some extra value from it. It can also make on-the-go breakfast products more appealing by giving them demonstrable health value.
  • A protein-boosted breakfast product is often likely to take an on-the-go form, where the core message is a functional benefit fitting around lifestyle needs.
  • Simplicity and ease of preparation and consumption are important aspects in attracting consumers to functional food and drink products. Especially in the pressured breakfast context, consumers are less likely to embrace products that add complexity, even for positive nutritional benefits.
Reasons to buy
  • Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix

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