Premier Foods has partnered with online retail group THG to help spearhead a direct-to-consumer push for its recently acquired protein snacks brand Fuel10k.

The new partnership will see THG Commerce, the ecommerce solutions division of the group, aid Fuel10K’s expansion in the complete nutrition category.

Since Premier Foods’ acquisition of Fuel10K in October 2023 it has expanded the brand’s range to include “nutritionally complete” shakes and rice meals.

THG Commerce will provide a “digital commerce solution” for the brand and will also help optimise the on-site experience and drive conversions. Fuel10K will also use THG Fulfil, the group’s fulfilment arm.

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Premier Foods innovation director Sam Vince 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.”

THG ingenuity CEO Richard Ward said: “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.”