In a bid to provide the ultimate in easy morning sustenance, FUEL10K, the innovator in protein boosted breakfasts, has introduced the UK’s first high protein, high fibre and low sugar soft bake breakfast cookie.
Aimed at consumers visiting convenience and food service outlets, the new 50g Oat Cookies come in two flavours, Double Chocolate and Strawberry and White Chocolate. High in protein, high in fibre and, importantly, low in sugar, the cookies have an RRP is £1.49. They are suitable for vegetarians.
Barney Mauleverer, co-founder of FUEL10K said: “We’re making breakfast on the run as easy and rewarding as possible with these really delicious wholesome cookies. We’ve managed to reduce the sugar whilst maintain the taste to deliver a really filling snack.
“Consumers view cereal as no longer just for breakfast with 83% saying it makes a great snack (Kantar Worldpanel April 2017). And in our own consumer research in November 2017, we asked 750 people what sort of products they would like. Healthy bars, cookies and snacks came out top of the list. Our retail customers were also asking for more on-the-go breakfast options. So, we made a snack that ticks the health box and tastes great, chewy cookies that deliver a satisfying on-the-go breakfast.”
FUEL10K has been innovating breakfast since 2013 and has grown from strength to strength to become a £10m brand in five years – now available from Tesco, Sainbury’s, Waitrose, Spar, ASDA, Amazon, Morrisons, Co-Op and Ocado.
FUEL10K is a brand that supports people on their journey. Its inspirational name comes from Dr Malcolm Gladwell’s view that it takes 10K hours to master a craft – whatever that may be.