UK consumer brands group THG has forged a partnership with local food giant Premier Foods to enhance the distribution of Fuel10K products in the direct-to-consumer (D2C) market. This collaboration is a strategic move that aims to capitalize on the growing food and beverage industry trends, providing both companies with an opportunity to strengthen their engagement with consumers.
THG, also known as The Hut Group, is a publicly traded company operating various consumer brands across sectors such as beauty and technology. Within its portfolio, THG Nutrition encompasses the sports nutrition brand Myprotein, known for its wide array of health-focused products.
The partnership with Premier Foods—owner of well-established brands like Mr Kipling cakes and Bird’s Custard—positions Fuel10K for broader market penetration in the complete nutrition sector. Fuel10K offers a diverse selection of cereal bars, snacks, and milk drinks that are already available in major UK retailers, including Tesco and Sainsbury’s.
Based in Altrincham, northwest England, THG emphasizes that all Fuel10K products, including the latest offerings, will be featured prominently under this D2C partnership. The operational aspect of this venture will be facilitated by THG Ingenuity, utilizing an enterprise-grade technology platform and comprehensive e-commerce management services. Additionally, the partnership is set to leverage an agile fulfillment network provided by THG Fulfil, enhancing brand growth and responding effectively to consumer demand.
Fuel10K was recently acquired by Premier Foods in October 2023, with an enterprise value of £34 million ($41.2 million). This acquisition led to the launch of new, nutritionally complete shakes and rice meals, reflecting the ongoing shift in food and drink consumer trends towards healthier options.
Richard Ward, CEO of THG Ingenuity, stated, “Supporting brands in understanding their audiences, reaching new customers and entering new categories and markets sits at the heart of what we do. We look forward to bringing our strategic expertise to Premier Foods, supporting the growth of Fuel10K in the UK.”
Sam Vince, innovation director at Premier Foods, added, “Fuel10K is a vibrant brand with a youthful consumer base, fully integrated into the Premier Foods family. We’re excited to expand the range of products on offer with great-tasting, nutritionally complete meal options, and to take them directly to shoppers via this new venture with THG Commerce.”
Since its inception by UK distributor Fresh Marketing in 2006, Fuel10K has aimed to provide consumers with accessible, nutritious options that cater to modern lifestyles.
In summary, the collaboration between THG and Premier Foods marks a significant step towards addressing evolving consumer preferences in the food and drink business. With proactive strategies and a robust operational framework, both companies are well-positioned to thrive in this dynamic market landscape.
