Premier Foods is rolling out new digital commerce technology to support the launch of its FUEL10K direct-to-consumer (DTC) range.

The FUEL10K brand, which was acquired by the British food producer last October, has since launched “Nutritionally Complete” shakes and rice meals.

The meals aim to provide a balance of protein, carbs, fibre, vitamins and minerals whilst being low in saturated fat and salt.

Premier Foods has partnered with e-commerce company THG Commerce to deliver the end-to-end digital commerce platform, with the aim of improving website experience and driving conversions.

FUEL10k will also use THG's fulfilment network.

“FUEL10K is a vibrant brand with a youthful consumer base which is now fully integrated into the Premier Foods family," said Sam Vince, innovation director, Premier Foods. "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.”

In January, THG announced a new fulfilment partnership with Holland and Barrett.

During the second quarter of the year, the health and wellness brand started using THG’s automated facilities in the UK.

The three-year deal sees THG Ingenuity become the retailer’s main online shopping operational partner, providing the company with fulfilment and courier management services for its growing digital business.

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