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Breakfast like an Olympian with Fuel
June 13, 2012

A new energy cereal has been created to meet the needs of sports and fitness enthusiasts.

FUEL has been developed for the growing number of people taking part in sports such as triathlons, marathons and long distance road cycling to help sustain them through punishing training regimes and during the race itself.

FUEL is an energy-packed breakfast granola loaded with large clusters of toasted oats and available in two flavours - Real Fruit and Chocolate Chunks.

Available now in Tesco, the tasty cereal encourages buyers to "FUEL Your 10k Hours", the theory that by practising for that period of time you are giving yourself the best shot at excelling in your chosen field.

FUEL is also now stocked in Sainsbury's stores where it will be on promotion from July 25-August 14 with £1 off the normal RSP.

Barney Mauleverer, 37, is one of the creators of FUEL and a devotee of extreme sporting challenges having completed the gruelling Marathon des Sables across the Sahara Desert, the Himalayan Marathon and, most recently, the Jungle Marathon in the Amazon.

Barney said: "We have created FUEL because we were bored with what was on offer in the cereals category and specifically to meet the needs of today's active people taking part in marathons, triathlons, mountain climbing as well as more traditional pastimes such as rugby, tennis and squash.

"An energy-packed cereal like FUEL will help give them the edge in their training regimes and in competition."

Containing only natural ingredients, FUEL is rich in Vitamin B and E, high in fibre and contains guarana extract. It is a blend of both slow release and fast release energy providing an ideal start to the day.

FUEL is available in 400g packs and has a retail price of £3.29.

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