Fuel is an energy-packed breakfast granola rich in vitamin B and E, high in fibre and contains guarana extract.
It has clusters of toasted oats and comes in two flavours Real Fruit and Chocolate Chunks.
Barney Mauleverer, one of the creators of Fuel says: "We created Fuel because we were bored with what was on offer in the cereals category and wanted to meet the needs of today's active people taking part in marathons, triathlons, mountain climbing as well as more traditional pastimes such as rugby, tennis and squash.
"An energy-packed cereal like Fuel will help give them the edge in their training and in competition."
The cereal is available in Tesco and Sainsbury.