Fresh ready meal manufacturer Youfoodz has launched a high protein meal range – Fuel’d, targeting male consumers. F1 racing star Daniel Ricciardo has been enlisted as the face of the brand.
Youfoodz founder and CEO Lance Giles said the company undertook extensive qualitative and quantitative research before developing the brand “from the ground up”.
Male customers were looking for larger portion sizes and higher protein levels, he said.
Research by Frost & Sullivan forecasts the ANZ ready meal market to be worth $3.5 billion by 2022, with a compound annual growth rate of 6.1 per cent. That takes in shelf-stable, dried, chilled and frozen meals, meals kits and prepared salads.
Giles said: “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.”
For Giles, having Ricciardo onboard was 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,” he said.
For Ricciardo, known for drinking from a sweaty racing boot, Fuel’d provides a tastier and more nutritious option.
“When things quieten down with racing this year, I'm looking forward to working with the team at Youfoodz to develop a new meal as part of the Fuel’d range,” said Ricciardo.
His top three meals are the Steak, Chips & Gravy; Jerk Chicken & Rice; and Salmon Fettuccine.
Youfoodz CMO Simon Jarvis said Ricciardo was top of the list when the company was considering an ambassador.
“He is the real deal – authentic, warm, likeable and he epitomises the Aussie fighting spirit – as his amazing win at Monza demonstrated!”
“All creative for the new campaign was developed in-house at Youfoodz with the support of UK-based production company Anattic for the TVC and stills due to Daniel’s tight availability between races.
“The iconic visual identity of the range taking a dark and daring design that shouts boldly to a male-skewed market of shoppers,” Jarvis said.
The range will be stocked at supermarkets, convenience stores and petrol stations at a RRP of $10.95.
