ASDA commit to launching I Am Super Grains into the mainstream

The innovative I Am Super brand aims to stir up the rapidly-growing pre-cooked grains market with the launch of its tasty I Am Super Grains superfood range.

Four lines of the new I Am Super Grains product will launch in over 400 ASDA stores in early July with an RSP of £1.99 for each 250g pouch. The easy, tasty and healthy combinations are: barley, sweet potato and chorizo; quinoa, mixed peppers and lentils; bulgur wheat, chickpea and chive; and spelt, borlotti bean and mint.

The product launch comes hot on the heels of the brand’s I Am Souper high protein soups which recently received a major distribution boost from ASDA and Sainsbury’s – with ASDA extending placements to over 500 outlets.

Owned and developed by distribution specialists Fresh Marketing owners of the FUEL10K breakfast brand, I Am Super launched in 2015 with a soup range, naturally high in protein, aimed at challenging the status quo in the tinned soup category, targeting the young, modern, active consumer.

On-trend ingredients and flavours wrapped in vibrant, modern packaging are designed to attract younger, health conscious consumers who are looking for a fast and satisfying nutritious meal. The microwaveable pouches of pre-cooked, long-life grain mixes deliver all natural sources of protein and fibre.

Barney Mauleverer, co-founder of the brand states, “We’ve managed to create a funky mix of flavours that are bang on trend and will attract the young and adventurous types who are less likely to cook these meals from scratch.  High in protein and high in fibre, these tasty pouches are packed with natural goodness that helps you stay fuller for longer. They’re great added to a meal or eaten on the go.”

The move reflects the current industry trend with respect to the ready meal market which saw an increase in value of up to £151.1m last year according to reports by Kantar.