Sports nutrition brand Isostar is muscling in on the breakfast cereal market.
Isostar Power Breakfast Cereal will be on shelf in Waitrose, Asda and Morrisons stores this month initially, with other outlets to follow.
A blend of fruit and cereal formulated to boost sporting performance, the cereal contains protein, carbohydrates, vitamins, zinc and magnesium. The company recommends athletes have a 50g serving one-and-a-half hours before sports activity.
"It's the first food of its type," said a spokesman. "We will be launching more of the Isostar range into UK outlets in the near future."