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Breakfast of Champions

Breakfast of Champions


A new breakfast cereal, FUEL, is to target the sports and fitness market – specifically competitors in triathlons, marathons and long distance road cycling as well as mountain climbers plus middle-class rugby, tennis and squash players.

The cereal is marketed under the strapline: “FUEL Your 10k Hours”, believing that is the period of time required by excel in a chosen activity. The 10,000 hours rule was developed by psychologist Anders Ericsson of Florida State University and promoted by Malcolm Gladwell in his book Outliers. Ericsson’s theory professes that sufficient practice in a particular skill can take anyone to the level of proficiency equivalent to that of a top concert pianist. Example cites the 10,000 hours The Beatles played in Hamburg between in the early ‘60s and the time Bill Gates spent programming from the age of 13. 10,000 hours equates to c90 minutes daily practice for 20 years.

Co-creator Barney Mauleverer (37), is a devotee of extreme sports, having completed the Marathon des Sables across the Sahara Desert, the Himalayan Marathon and the Jungle Marathon in the Amazon.

A granola with clusters of toasted oats, FUEL comes in 2 flavours – Real Fruit and Chocolate Chunks – contains only natural ingredients, is rich in Vitamin B and E, high in fibre and guarana extract, and delivers both slow release and fast release energy.

Available now in Tesco and Sainsbury’s in 400g packs priced at c£3.29. The latter will run a £1 off promo from 25th July until 14th August.


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