Fuel10K

Fuel10K has increased its marketing activity to support the new reduced sugar recipe for its breakfast drinks.

The brand is teaming up with Tough Mudder as the official breakfast of the 10-12 mile endurance race series, targeting 100,000 participants across the country.

All five flavours of the breakfast drink have seen a 30% reduction in added sugar “without compromising taste”, according to the brand. They are available in banana, caffe latte, chocolate, strawberry and vanilla flavours (rsp: £1.49/330ml).

The drinks launched in 350 Morrisons stores last week, after Asda doubled distribution of the Fuel10K breakfast drinks in May.

“Tough Mudder is a great fit for us,” said brand co-founder Barney Mauleverer. “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.”