Ready-made food provider Youfoodz has launched a new high-protein meal range under the sub-brand FUEL’D.
The range, aimed at male buyers looking for larger portion sizes and higher protein levels, is available now across the P&C channel as well as supermarkets and will see a shift in packaging featuring a darker design skewed towards the male market.
To appeal to this demographic, Youfoodz partnered with F1 driver Daniel Ricciardo.
Lance Giles, Youfoodz founder and CEO said: “Getting to have Daniel Ricciardo join the Youfoodz family is a genuine privilege. It’s not every day 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.”
The Australia and New Zealand market for ready-made meals is forecast to be worth $3.5 billion by 2022.
The new FUEL’D range contains 14 different ready-made meals and retail for $10.95.