Breakfast cereal launch puts protein fortification to good use

By Nicholas Robinson contact

- Last updated on GMT

Breakfast biscuit launched to meet demand

Related tags: Cereal

Fuel Your 10K Hours, a protein fortified breakfast firm, has launched a protein-boosted wheat biscuit in response to consumers’ growing appetite for protein enriched products.

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.”


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.

Related topics: Food Ingredients, Health & Nutrition

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