Fresh have decided to step up our marketing around FUEL10K, our innovative breakfast range (liquid breakfasts, granola and porridge pots) this year, supporting the launch of our reformulated breakfast drinks, with a targeted consumer activation campaign and by sampling over half a million units by the end of the year. A key element is our new role as the Official Breakfast for Tough Mudder – the hugely popular UK event which features a 10-12 mile ‘muddy’ endurance race designed to challenge the toughest of the mudders.

Tough Mudder is a great fit for us. It’s where our ideal consumers hang out – young, active and energetic types who are looking for easy morning sustenance to get them through the obstacles ahead. We are there to give them an encouraging hand and fuel them up at the start of the day!