Fuel10K Strengthens DTC and Innovation Efforts After 30% Growth %

UK Premier Foods, owner of Bird's Custard and Mr Kipling, acquired the wholefood brand last year for PS34 million to enhance its breakfast offering.

The acquisition and organizational integration of Premier resulted in a 30 bps increase in Fuel10K's revenue, as well as a 130 bps gain in market share.

How much did Premier pay for Fuel10K?

This month, the brand made its first direct-to-consumer (DTC) sale, but its second under Premier, through a partnership with THG Commerce. The brand first entered the DTC market in 2019, when it launched its The Complete Meal Shake.

Read moreCancers: one in two cases could be avoided

Premier Foods’ DTC partner has been tasked with expanding the brand’s reach since acquiring Fuel10K founder Barney Mauleverer. Mauleverer launched an event called Future of Food to “transform food innovation.”

Premier Foods, as part of its DTC strategy, has launched a series of Fuel10K in-store activations and an NPD, building on the success of other Premier Foods products such as Ambrosia. Fuel10K granola pots are included, as well as its on-the-go protein drinks and meal solutions. These products compete with meal replacement brand Huel.

Sam Vince, Premier Foods’ chief innovation officer, told FoodNavigator that Fuel10K is a fuel product for busy people. The nutritionally complete product line extends the brand’s relevance beyond breakfast. These products are a great way to fill the void in a growing market.

Premier Foods: A boost for Fuel10K innovation

Vince explained that existing customers of whole food products were used to buying them direct, so it made sense to bring the product to where consumers already shop. The convenience of having it delivered right to your door is a big plus. And the DTC site allows us to provide other Fuel10K items to consumers.

THG will provide Premier Foods with comprehensive end-to-end digital support, with the aim of delivering a “high-value customer experience” and an “agile fulfillment network,” according to THG.

Vince said: “We are excited to expand our product range and bring them direct to the consumer.”