FUEL10K
has announced a range of six products will be launching into Waitrose from the end of March 2023.
Leading the way in healthier, nutritious, convenient breakfast options and sustainable packaging, the team is delighted Waitrose customers will now be able to enjoy its products as spring begins.
The product line-up includes FUEL10K’s fastest-selling Chocolate Granola, Mocha Granola, Chocolate & Salted Caramel Porridge Pots, and two of the 100% recyclable porridge sachets, Chocolate and Golden Syrup – which first launched in Autumn 2022.
For this launch, FUEL10K is redeveloping the sachets recipe to become vegan-friendly, offering customers a delicious and convenient vegan breakfast option.
Committed to doing good for people and the planet, the team is constantly looking at ways they can improve and reduce the use of plastic. Proud to be a B Corp brand, the Waitrose launch coincides with global B Corp Month this March, which celebrates businesses and brands around the world who have voluntarily met the highest standards for social and environmental performance.
Scott Chassels, managing director at FUEL10K, said: “We are thrilled to be launching our products into Waitrose & Partners, giving even more shoppers access to our range of tasty, nutritious and convenient breakfast options. With such a long-standing heritage, it’s a real milestone for us to be part of the Waitrose offering and means FUEL10K is now in nearly all major UK supermarkets.”
Scott added – “We are committed to continuing to challenge the norm within the breakfast aisles, being the first to launch a porridge sachet that’s 100% recyclable in Autumn 2022. Although a more expensive investment, we firmly believe that if it can be done better and more sustainably, it should be. We’re delighted that Waitrose has included the porridge sachets as part of the new FUEL10K range listing – it’s very encouraging for us to know that retailers are supporting this change.”
Andrea Watson, Waitrose cereal buyer, said: “We’re really excited to be welcoming FUEL10k and expanding on the range of breakfast options that we have for our customers in our shops and on waitrose.com. They are not just delicious, it’s also wonderful that they are a B Corp brand who are always looking to do good for people and the planet, just like we are here at Waitrose.”
Arriving from 27 March 2023 in 190 stores nationwide and online at Waitrose.com from 28 March, for more information and to view the full range, visit www.fuel10k.com.
