FUEL10K will be the official breakfast for Tough Mudder – the series of 10-12 mile ‘muddy’ endurance races.
FUEL10K Breakfasts will be on hand to encourage, fuel and draw more than 100,000 mudders into the brand at events around the country. The brand aims to sample more than half a million units by the end of the year.
The brand’s co-founder Barney Mauleverer said: “Tough Mudder is a great fit for us. It’s where our ideal consumers hang out - young, active and energetic types who are looking for easy morning sustenance to get them through the obstacles ahead. We are there to give them an encouraging hand and fuel them up at the start of the day.”
This news comes as FUEL10K makes a first move in cutting out 30% added sugar from their Liquid Breakfast drink (rrp £1.49 per 330ml) in all five flavours - banana, caffe latte, chocolate, strawberry and vanilla. The results is a product with fewer calories, more protein, less sugar and less fat than its competitors.
Mauleverer added: ”We’re here to make breakfast easy and our new recipe drinks will help attract more people into the breakfast category which is already more than half the size of the porridge pot category, growing at +73% YoY.” (IRI Total Coverage).