SIAL: Fresh Marketing develops Fuel breakfast drink

By Katy Askew | 29 October 2012

UK firm Fresh Marketing is launching a breakfast drink under its Fuel cereal brand.

The Fuel brand of breakfast products was developed in conjunction with Tesco and, since its launch last year, also has listings in Sainsbury's and Asda.

Fresh Marketing founder and co-owner Barney Mauleverer said Fuel was created to appeal to a younger men that do not regularly eat breakfast.

"We are targeting a male audience with Fuel because it was quite clear that younger males are leaving the breakfast category all together... certainly when it came to breakfast cereal and supermarkets they were getting concerned that there wasn't any innovation, any brand that appealed to that group of people," Mauleverer told just-food at the SIAL trade show in Paris last week.

The company is now working to extend the brand through the introduction of a breakfast drink, which Mauleverer predicted could have more potential than the cereal.

The Fuel breakfast drink was inspired by Sanitarium-owned Australian brand Up and Go, Mauleverer revealed. The product offers an on-the-go breakfast alternative that provides all the protein, fibre and nutrients to "take you through to lunchtime", he explained.

"This is a new emerging concept... What we are currently trying to do is educate the Tesco buyer, the Asda buyer, and say 'this is huge in Australia at the moment and we think it is what is coming next in Europe'. We now have that listed in Tesco and Asda."

Mauleverer said Fresh Marketing is working to extend distribution of Fuel in both the UK and Europe.

The group is benefiting from a "domino effect", Mauleverer said. "If it is good enough for Tesco that opens doors for Sainsbury's and Asda. That is what we are now experiencing. And then of course, if it is good enough for supermarkets in the UK that opens doors for export."

Mauleverer said there is a "huge amount of interest" in Australia and New Zealand, where Up and Go is "completely unchallenged". Meanwhile, in Europe, the Danish market is "really hot" for the brand, he added.

"It is trying to cherry pick the best export markets. But most important is making it work in the UK first." 

Sectors: Cereal, NPD & innovation

Companies: Tesco, Asda, Sainsbury’s

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