Our breakfast brand, FUEL10K, has become well known as the first mover in the breakfast category over the past few years, and that continues with our Liquid Breakfast reformulation – to cut 30% of added sugar.

Our amazing product team have managed to do that, without compromising taste, for all five flavours – banana, caffe latte, chocolate, strawberry and vanilla; they now have fewer calories, more protein, less sugar and less fat than all our competitors.

We’re here to make breakfast easy for consumers – particularly young, active consumers, who are increasingly aware of the lower sugar trend – 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).

We are very happy to announce that Morrisons will launch the new Liquid Breakfasts across 350 stores this week and Asda recently doubled distribution of FUEL10K breakfast drinks, while they already enjoy wide distribution in the Tesco estate.