The brand is designed target “breakfast skippers” and is merchandised in the cereal aisle. It’s been created by food and drink development broker Fresh Marketing.
Fuel is packaged in the Tetra Prisma Aseptic 330ml carton which, according to Tetra Pak, is an “ergonomically designed portion pack that is easy to grip and carry on-the-go”. The pack also incorporates DreamCap, a new closure that has been “specifically designed so it is comfortable and easy to drink from while on the move”.
Andrew Smith, marketing manager, Tetra Pak UK & Ireland, said: “We are really excited about the launch of Liquid Fuel. We know that consumers are increasingly looking for portable, healthy breakfast options, and we expect the drinks range to be extremely popular. We are delighted that Fuel chose to pack this innovative range in our Tetra Prisma Aseptic Cartons with DreamCap, a pack and closure combination that we designed specifically with the on-the-go consumer in mind.”
Barney Mauleverer, Fresh Marketing co-founder, added: “There are an increasing number of breakfast skippers in the UK, driven out of the category by a lack of time, choice and engagement. We’ve designed Liquid Fuel to capture the imagination of these consumers and give them a great tasting product that fits around their lifestyles.
“The Tetra Prisma Aseptic Carton with DreamCap is the perfect choice for our new range, providing a convenient, stylish pack that is portable, lightweight and re-sealable, and reflects the modern, innovative image of our brand.”