BREAKFAST DRINKS VS FOOD

PUBLISHED: 17:58 19 September 2016 | UPDATED: 12:36 30 August 2017

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From his office overlooking the beaches near Padstow, surfer Matthew Adams is busy building an empire with a healthy breakfast drink now being sold nationwide in supermarkets

We all know that breakfast is the most important meal of the day - but it’s also the one we give the least time to. As a surfer Matt Adams struggled to find a breakfast that really kept him going during his early morning dawn patrols. He wanted something that tasted great, ticked the healthy boxes and didn’t require any faffing about during those precious morning minutes. So like all entrepreneurs - he created his own.

FUEL10K was the very first breakfast drink to the market back in 2013 and the sector has grown rapidly since then, expanding 85 percent over the last year. Soon after our initial launch, Weetabix entered the market with their version of drinks. We were terrified that we’d get booted out but our sales have remained strong,’ he says. In fact, Weetabix’s big budget advertising has advanced the whole category, helping people to understand that they can drink their breakfast.’

The reformulated liquid breakfast drinks FUEL10K - which offer more protein with fewer calories, less sugar and less fat. And is now stocked in Tesco, Coop, ASDA and Morrison’s - with more than 10,000 stocking points.

We did our research and spotted a big hole in the declining cereal market,’ explains Matt. We found that the younger demographic was rejecting the traditional boxed cereals in droves. We wanted a solution that would make breakfast easy for this group – easy format, easy protein and easy nutrition.’

The brand’s inspiring name comes from Malcolm Gladwell’s theory that to become brilliant at anything, you need to practice for 10,000 hours. So whether it’s cycling up hills or dancing the cha-cha-cha, performing ballet or in Matt’s case paddling out for another wave, you need to make every hour count. For the team at FUEL10K, it’s become something of a philosophy.

With vibrant packaging and the motivating name, FUEL10K has successfully tapped in to a new wave of consumers who have been skipping breakfast.

And like all good brands, Matt is continuing to grow and expand - FUEL10K now offers a full range of protein-boosted breakfast options – with Porridge Pots, ready to eat granolas, wheat biscuits and multigrain flakes.

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