FUEL10K Becomes Tough Mudder Official Breakfast, Slashing Added Sugar by 30%

15 Jun 2016 --- FUEL10K is stepping up its marketing spend this year, supporting the launch of their reformulated breakfast drinks, with a targeted consumer activation campaign and by sampling over half a million units by the end of the year. A key element is FUEL10K’s new role as the Official Breakfast to Tough Mudder – the 10-12 mile ‘muddy’ endurance races designed to challenge the toughest of the mudders.

FUEL10K Breakfasts will be on hand to encourage, fuel and draw more than 100,000 mudders into the brand at events around the country.

Co-founder Barney Mauleverer adds, “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 drinks. The innovative product team has managed to improve, without compromising taste, all five flavours - banana, caffe latte, chocolate, strawberry and vanilla - with fewer calories, more protein, less sugar and less fat than its competitors.
 
Barney says, “We’re really proud of our new creations and we hope everyone likes the taste and the balance of protein and carbohydrate per carton. We’ve listened to our consumers and worked with our retailer customers. In doing so we have managed to attract a loyal younger consumer into the category who have typically found breakfast a struggle. 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.” (Source: IRI Total Coverage to 28/02/16).
 
In a show of confidence for the brand, Morrison’s launches the new Liquid Breakfasts across 350 stores this week and Asda recently doubled distribution of FUEL10K breakfast drinks. The 330ml drinks have a RSP of $2.10.