Ready-made meal giant Youfoodz (ASZ: YFZ) has partnered with Formula One legend Daniel Ricciardo to launch a range of 30 high-protein meals under a new label called FUEL’D.
The company also has media personality Natalie Gruzlewski as its brand ambassador, and is on the cusp of a sale to German multinational Hellofresh if shareholders vote in favour of the deal on 8 October.
The Queensland-based company is tapping into a market it forecasts to be worth $3.5 billion by 2022 with FUEL’D, designed from the ground up to address male consumers looking for larger portion sizes and higher protein levels.
Ricciardo will front the new product launch for FUEL’D and serve as the face of the campaign, sharing his passion for healthy eating and creating a balanced lifestyle.
“I'm a fan of the Youfoodz brand and love their meals so I was genuinely excited about partnering with them as a brand ambassador to launch their new FUEL'D high protein meal range,” Ricciardo said.
“As an athlete I know just how hard it can be balancing nutrition with convenience and that's what Youfoodz do so well. They make healthy eating easy. The new FUEL'D range is packed full of quality protein, delicious, and keeps you fuller for longer.
“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.
Youfoodz chief marketing officer Simon Jarvis said the company picked Ricciardo because of his trademark sense of humour and cheeky personality, beloved by Aussie men nationwide.
“When we first sat down as a team to discuss who the perfect individual would be to launch our new high protein FUEL’D range, Daniel Ricciardo was at the top of our list,” explains Jarvis.
“He is the real deal - authentic, warm, likeable and he epitomises the Aussie fighting spirit - as his amazing win at Monza demonstrated! It’s going to be great for the Youfoodz brand to have Dan as an ambassador and we can’t wait to share our latest integrated campaign with the Australian public.
“We know the new FUEL’D range is going to be a hit with ready-made meal customers looking for a larger portion size, higher protein and satiety - without any compromise on taste or macros - and we can’t wait to get to work with Dan developing up a new meal to add to the range.”
Speaking about the new range, Youfoodz founder and CEO Lance Giles said FUEL’D represents the future of food.
“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,” Giles said.
“Getting to have Daniel Ricciardo join the Youfoodz family is a genuine privilege. It’s not everyday 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.”
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