FUEL10K Brings Its Best-Selling Granola to Expo West! (Booth 1583)

FUEL10K is coming to Expo West this March, showcasing its range of great-tasting granolas, packed with protein and fiber, and designed to make life a little easier for busy people who want to start their day well. The brand was created to support younger, active consumers who were skipping breakfast and feeling let down by the cereal aisle.

Tasty Fuel for Busy People

At FUEL10K, taste always comes first. A product of Premier Foods Group, one of the UK's largest food producers, FUEL10K is designed to be delicious, offering positive nutrition for everyday energy, while being easy to prepare and eat.

We speak to a busy, active audience - especially those aged 18–38 - who want food that works as hard as they do.

Each bag of FUEL10K delicious granola:

• Contains crunchy, oven-toasted oat clusters
• Is blended with the tastiest ingredients - like real chocolate chunks, fruit pieces, and pumpkin seeds
• Delivers around 10g of protein per serving, a source of fiber, whole grains, and is low in sodium

It's fuel designed to help you get where you want to go, at your pace.

Since its launch, FUEL10K has gone from a small idea to a major player in the UK granola category, with FUEL10K Chocolate Chunks Granola now the UK's #1 selling granola SKU (product)¹ and FUEL10K the fastest growing brand within the UK Granola market².

¹Circana (UK) Ltd, All Outlets, GB, Breakfast, RTE Granola by SKU (Category Defined by Premier Foods), Value & Unit Sales, 52 WE 22 Nov 2025; ² Circana (UK) Ltd, All Outlets, GB, Breakfast, RTE Granola by Brand (Category Defined by Premier Foods), Value & Value % Change v. YA, 52 WE 22 Nov 2025

Built on Progress, Not Perfection

FUEL10K's philosophy is Progress Over Perfection. It's inspired by the 10,000-hours rule, but really, it's about showing up - day after day - and taking one step forward at a time. We're here to fuel that journey with food that makes it easier for you to show up at your best, wherever your adventure leads you.

We're the encouraging voice in your ear reminding you that every goal matters. Whether you're navigating a hectic commute, doing your first Couch to 5K, juggling work and family life, or training for an Ironman, we're here cheering you on.

Strong Appeal with US Consumers

Looking ahead, we know that our proposition resonates well with American consumers. When we tested our granola with them, the response was incredibly exciting³:

• 73% of granola buyers said they would definitely or probably buy FUEL10K
• 71% of ALL 18–34-year-olds - not just those who buy granola - said the same, highlighting our appeal to this younger demographic
• 59% of potential buyers said they'd buy FUEL10K in addition to their current breakfast choices - good news for the entire category

It tells us what we hoped: US consumers are ready for a great-tasting new granola that speaks to them.

³Source: Attest FUEL10K US Concept Screener July 2025, n.599

Find us at Expo West, Booth 1583 this March.

Dan Jalalpour, Marketing Director at Premier Foods commented: "We believe there is significant headroom for the US breakfast market to grow if brands can drive interest amongst shoppers and reach new demographics, and we know from our research that our FUEL10K granola proposition appeals strongly to US consumers. FUEL10K has a proven record of bringing younger shoppers into the breakfast category in the UK, and we are excited about the future opportunities to do the same in the US market and to help drive growth in this important retail category."

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About Premier Foods (UK)

As one of the UK's largest food businesses, we're passionate about food and believe each and every day we have the opportunity to enrich life for everyone. Premier Foods employs over 4,000 people operating from 13 sites across the UK, supplying a range of retail, wholesale, foodservice and other customers with our iconic brands which feature in millions of homes every day.

Through some of the UK's best-loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood's, Premier Foods is creating great tasting products that contribute to healthy and balanced diets, while committing to nurturing our people and our local communities, and going further in the pursuit of a healthier planet, in line with our Purpose of 'Enriching Life Through Food'.

Note to Media: For Press Appointments, photos & additional information contact:

Vicki Jakubovic, VICKIGJPR, 973-519-8926

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