THG Commerce partners with premier foods to support launch of fuel10k dtc offering

THG Commerce, the complete commerce solution from THG Ingenuity (part of THG PLC), has partnered with Premier Foods, one of the UK’s largest food producers, to support the launch of its FUEL10K direct-to-consumer (DTC) offering.

Under the partnership, THG Commerce will enable FUEK10K to grow its presence in the Complete Nutrition category by promoting a new product range backed up by FUEL10K’s existing breakfast range to support growth and awareness.

THG Commerce will provide a complete end-to-end digital commerce solution to support Premier Foods in delivering a best-in-class customer experience. THG Commerce offers a consolidated approach across each step of the journey, using its enterprise-grade technology platform and ecommerce management services that are designed to optimise the on-site experience and drive conversions. FUEL10k will also benefit from an agile fulfilment network that supports consumer demand and brand growth provided by THG Fulfil, which is also part of the THG Ingenuity business.

The FUEL10K brand was acquired by Premier Foods in October 2023. Since then, new “Nutritionally Complete” shakes and rice meals have been launched, offering a balance of protein, carbs, fibre, vitamins and minerals whilst being low in saturated fat and salt. FUEL10K also offers protein-enriched porridges, granolas and snack bars.

Richard Ward, CEO, THG Ingenuity, said: “We are delighted to be working with Premier Foods to launch their first DTC offering for FUEL10K. 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, Premier Foods, said: “FUEL10K is a vibrant brand with a youthful consumer base which is now fully integrated into the Premier Foods family. We’re excited to be expanding the range of products on offer with these great tasting, nutritionally complete meal options, and to be taking them direct to shoppers via this new venture with THG Commerce.”

The new range is available at www.fuel10k.com