Fuel 10K boss Barney Mauleverer has done a “fabulous job” in building up the protein breakfast brand into a serious player, said one judge.
In only five years the Dorset businessman has “proven his mettle taking on the mighty Weetabix” with a “bang on trend” range and fantastic track record of innovation “reinvigorating breakfast cereals in a way that speaks to the high energy, younger generation” they said.
A series of grocery firsts under his belt, including the UK’s first breakfast drink in 2015, ultra-marathon runner Mauleverer has convinced all of the big four his range deserves a bulked up listing, achieving a seriously impressive 35% growth in sales and nearly doubling the range in the past two years alone.
This “dexterous innovation” in the category, “broadening his portfolio with finesse”, made the brand boss a clear winner in the category.
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