Fuel10k breakfast oat cookie

Fuel10K, the fast-growing protein breakfast brand, this week unveiled its Oat Cookie range – “to provide the ultimate in easy morning sustenance”.

Containing protein of around 21.5g per 100g and 3.8g of sugar, the on-the-go NPD was the “UK’s first high-protein, high-fibre and low-sugar soft-bake breakfast cookie” claimed the brand.

Oat Cookie’s two variants, Double Chocolate and Strawberry & White Chocolate (rsp: £1.49/50g), were designed to make “breakfast on the run as easy and rewarding as possible” said Fuel10k co-founder Barney Mauleverer. They would appeal to shoppers who shunned cold cereal in the morning in favour of “healthy bars, cookies and snacks” he added.

The launch follows Fuel10k’s January launch of nut butter pouches, its first range to be merchandised beyond the cereal aisle, and yoghurt drinks, its debut in the kids’ lunchbox category. They were joined by the brand’s first low-sugar porridge pots.