About Fuel10k
FUEL10K is a B Corp certified breakfast brand founded in 2012 by Alex Matheson, Barney Mauleverer and Jason Kerr. Originally developed by UK distributor Fresh Marketing, the brand has grown to become a leading name in protein-enriched breakfast products, stocked in major retailers including Tesco, Sainsbury's, Morrisons and Asda. The range centres on high-protein breakfast solutions designed for active, busy lifestyles. Their protein-boosted granola combines wholegrain oats, wheat flakes and pumpkin seeds with added vitamins B1, B2, B3, B5, B6, B9, B12 and E. Popular flavours include Chocolate Chunks and Super Berry. The convenient porridge pots deliver 13g of protein using wholegrain rolled oats with real chocolate flakes or golden syrup—perfect for on-the-go breakfasts. Beyond cereals, FUEL10K offers high protein Flakes & Hoops, vitamin-boosted breakfast drinks, grab-and-go yogurt and granola pots, noodle pots, soups and even baking kits. The brand is committed to sustainability, focusing on reduced sugar content, less plastic packaging and responsibly sourced ingredients. In October 2023, FUEL10K was acquired by Premier Foods for £34 million, joining iconic British brands like Mr Kipling, Bisto and Ambrosia. The acquisition expanded Premier Foods' presence in the breakfast category whilst maintaining FUEL10K's focus on protein-rich, convenient nutrition. Compare FUEL10K prices across UK supermarkets with Grocefully to find the best deals on your favourite high-protein breakfast products.




















