Youfoodz launches FUEL’d sub-brand

Fresh ready-made meal provider Youfoodz has launched a high protein meal range under the sub-brand FUEL’D to target male ready-made meal consumers.

FUEL’D balances Youfoodz’ existing product portfolio of regular ready-made meals, snacks and juices, says the company – now appealing to a broader span of appetites, lifestyles and health goals of Aussies who seek tasty, convenient options to eat when hunger strikes.

To launch its new product range and sub-brand, Youfoodz has partnered with Aussie F1 star Daniel Ricciardo as the face of the FUEL’D range.

Satisfying male appetites

Lance Giles, Youfoodz Founder and CEO says, “our vision is to create the future of food and that’s why we have created our new FUEL’D range”.

“The range has been developed specifically for the male ready-made consumer who is looking for higher levels of protein and an overall bigger portion size, while still maintaining that famous Youfoodz taste. It’s been a huge business-wide effort and I’m absolutely delighted with the result,” he says.

After carrying out extensive qualitative and quantitative research and surveying their own customers, Youfoodz uncovered that male buyers are looking for a larger portion size and higher protein levels to keep them fuller for longer throughout the day, without compromising on taste or nutrition.

FUEL’D has been designed from the ground up to address these findings; with the ANZ Market for ready-made meals (including shelf-stable, dried, chilled and frozen meals, meals kits and prepared salads) forecast to be worth $3.5 billion by 2022 (Frost & Sullivan Independent Research Report, supplied by Youfoodz).

F1 star to fuel interest

Mr Giles says getting to have Ricciardo join the Youfoodz family is a “genuine privilege”.

“It’s not everyday you get to work with a world class athlete like Dan. We’re all big fans and can’t wait to see what the future holds for him and us,” he says.

Speaking of the partnership, Ricciardo says: “I’m a fan of the Youfoodz brand and love their meals so I was genuinely excited about partnering with them as a brand ambassador to launch their new FUEL’D high protein meal range”.

“As an athlete I know just how hard it can be balancing nutrition with convenience and that’s what Youfoodz do so well. They make healthy eating easy. The new FUEL’D range is packed full of quality protein, delicious and keeps you fuller for longer,” he says.

The launch campaign kicked off 30 September and will run across TV, BVOD, online video, OOH, paid & owned digital channels, in-store POS and CRM.

FUEL’d facts

Available at over 2,000 stockists nationwide, including Coles, IGA, Drakes Supermarkets, Foodworks, Foodland, BP, Ampol, 7-Eleven, and NightOwl, FUEL’D meals have an RRP of $10.95.

The range includes:

  • Steak, Chips & Gravy (400g)
  • Chipotle Fried Chicken (400g)
  • Lemon Garlic Chicken (450g)
  • Portuguese Chicken & Rice (430g)
  • Chicken Carbonara (426g)
  • Beef Ragout Fettuccine (424g)
  • Chargrilled Chicken (432g)
  • BBQ Beef & Mash (450g)
  • Chicken Katsu Curry (430g)
  • Butter Chicken (444g)
  • Chicken Spaghetti (430g)
  • Spaghetti Bolognese (412g)
  • Italian Chicken Fettuccine (450g )
  • Peri Peri Chicken & Spicy Mayo (430g).

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