Inspiring Brands - FUEL10K and the Porridge Pot

Inspiring Brands - FUEL10K and the Porridge Pot

One of the reasons we started the Ethical Trader, was to be able to gather enough influence to encourage brands to take a bigger role in saving the planet and our environment. You may be asking how this will work and can we make a difference that will matter? We have a plan, and we think the answer is yes, together we can make a difference. In this article we will show you how one brand can make a big impact and all we need is to encourage others to follow suit. As we grow we will be gathering feedback from you and passing it on to the brands that we think will listen. 

FUEL10K are one of our favourite brands because of what they believe and their direction of travel. They have been leading the way in the breakfast market show how a few changes can make a big difference by thinking a little outside the box (or plastic pot).

Who are they and what do they do?

“They make morning Fuel for Busy People”

That means we get to offer you a selection of tasty breakfast materials to get you going in the morning, including oat bars, porridge pots and breakfast drinks. Not only do they have great branding and delicious products, they also spend a lot of time thinking about their impact on the planet. Recently awarded the coveted B-Corp certification it means they also share our vision on subjects like Equal Love, Good Governance, heading to Carbon Neutral and more.

What really makes them stand out is the actions they have taken around their packaging. In particular their porridge pots. If you have ever consumed a ready to go porridge pot from any brand you might be aware of the amount of packaging that goes into getting them on the shelf. Just to open the pot you normally have to take off a redundant plastic over lid.

What FUEL10Krealised in 2019 was the lid was completely useless and only added to the amount of waste that goes in the bin before you have even seen an oat. Not only that, but the lid added to the cost of the product. Removing the lid would clearly a win win situation. The removal of the lid saved them money and in no way effected the taste or longevity of the product.

“Removing the lid got rid of 4 million bits of plastic packaging in the sector each year”

They didn’t stop there either. They followed up by removing the plastic tray and shrink wrap for multi packets. Replacing them with a corrugated cardboard case which is 100% recyclable. The plastic lid was next to go, replaced by foil which is fully recyclable.

"At FUEL10K we are in a constantly cycle of self improvement. We want to create the best tasting, most sustainable and ethically sound business we can. We are thrilled to be amongst other like minded brands leading by example and encouraging the bigger brands to improve their ways"

Barney Mauleverer - Co-Founder FUEL10K

When other brands in their category realised that this might be the way forward they too changed their plstic packaging behaviour. Led by FUEL10K's example the category have reduced the use of plastic by 27 million tonnes. This inlcuded the likes of Pepsi remnoving plastic lids from their Quaker Oats So Simple range. Aldi Removed all plastic lids from their cream own label cream and yoghurt ranges in March 2020. It is a trend that needs to be followed by all food suppliers. You will now struggle to find a porridge pot with a plastic lid which is brilliant. 

We know FUEL10K won’t stop there either, as part of the B-Corp certification it means they will always be looking for ways to improve. Hopefully others will again be guided by their example and we can look forward to more innovation from the breakfast sector. 

Imagine if all businesses took this type of action? How much unnecessary plastic could be taken out of the food chain if they all started thinking like FUEL10K. Be more like FUEL we think should be the tag line. If you support more businesses like FUEL10K then others may begin to realise that they should be following suit and reducing the amount of plastic they use in their packaging. Rather than paying lip service to recycling they can reduce plastic waste by millions of tonnes that doesn’t then end up in the oceans.

Our goals is to encourage business owners to do the right thing by supporting them and handing over your (our customers) feedback directly to business owners and their marketing teams. Together we can help guide them and get the ball rolling in the right direction.



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