UK Launch of very first “Energy Cereal”

The first natural energy breakfast cereal has been launched in the UK.

FUEL is a delicious chunky breakfast granola packed with toasted oats which this week (from October 10) launches exclusively in 459 Tesco stores.

Whoever you are and whatever you choose to do in life, be it jumping for joy, trekking the Amazon or chasing that business dream, you need the right FUEL to give you the boost that will get your day off to a great start.”FUEL is aimed at time-starved people pursuing busy, active lives. It comes in two varieties: 70% Cocoa Chunks and Fruit Loaded.Containing only natural ingredients, FUEL, whose brand strapline is “One Life – Live It”, 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.

The aspirational packaging tells customers to: “Throw off the shackles, sail away from the safe harbour, climb to the peak of your ambitions.

Barney Mauleverer of FUEL said: “People are fed up with the lack of choice in the breakfast cereal market. We wanted to create a fantastic tasting new cereal combining both slow release and fast release energy to get your day off to a great start.

“Lots of people have stopped having breakfast either because they are bored with the options or don’t have the time to sit down and eat it. FUEL will help bring people pursuing busy, active lives back to the breakfast table.”

FUEL will be sold in 400g packs with a retail sale price of £3.69. Its launch comes at a time when sales of granola are booming in the UK with all sales up by more than 6% and Tesco seeing an increase of more than 20% year-on-year.