Breakfast cereal launch puts protein fortification to good use

The Protibick wheat biscuits are made from 100% whole grain wheat, are high in fibre and low in fat and sugar, says the firm.

Head of brand at Fuel Your 10K Hours, Sean Uprichard, adds: “Wheat biscuits offer a great meal at the start of the day. But, bigger and protein-boosted, our biscuits just offer something more.​

“At the start of the day or after a morning workout, Protibrick is a great option for anyone, but particularly an active early morning riser looking for more from their breakfast.”​

Olympic ​

Butterfly swimming Olympic medallist and BBC pundit Stephen Parry is fronting the brand and encouraging consumers with an active lifestyle to choose protein-boosted products such as Protibrick as a good way to start the day, according to Uprichard.

Other protein-boosted products made by Fuel Your 10K Hours include its fruit flavoured milk-based Liquid Breakfast drinks, launched last year.