UK breakfast products group Fresh Marketing has extended its Fuel10K range with the launch of multigrain flakes.
The company has secured a listing at Asda for the new cereal, which joins products including breakfast drinks, granola and recently-launched breakfast biscuits.
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The multigrain flakes are a bid to attract more female consumers to the Fuel10K brand, the firm said.
"To date our product range and the expression of our brand philosophy has rendered Fuel10K predominantly, but not exclusively, a male brand. The launch of Protiflakes and our proposed brand evolution is aimed at broadening the reach and relevance of the Fuel10K offer," head of brand Sean Uprichard said.
Fresh Marketing sought to emphasise the higher protein and lower sugar content of Protiflakes compared to Kellogg's Special K.
The company claimed 100g of Protiflakes contains 23.8g for of protein, versus nine grams in Special K. It said its new cereal contains 11.7g of sugar per 100g, compared to 15g in Special K.
The flakes have a recommended selling price of GBP2.69 (US$4.18) for a 500g box.
Larger rival Weetabix is set to launch a protein-enhanced cereal in the UK next week.
