A new energy cereal aims to transform the breakfast experience of active people in Britain.
FUEL is an energy-packed breakfast granola loaded with large clusters of toasted oats and available in two flavours – Real Fruit and Chocolate Chunks.
Available now in more than 450 Tesco stores, the product encourages buyers to “FUEL Your 10k Hours”. Fuel will also be stocked in Sainsbury’s stores from June.
The inspirational brand message is based on the 10,000 hours theory popularised by Dr Anders Ericsson and by author Malcolm Gladwell which maintains that by practising something for that period of time gives you the best chance of excelling in your chosen field.
Barney Mauleverer of FUEL said: “You don’t have to be a Roger Federer, Bear Grylls or Richard Branson to enjoy FUEL, but we wanted to tap into individuals who aim to achieve the best possible results they can whether at work or in their chosen sport or pastime.
“Not all of us have the time to commit 10,000 hours but we are inspired and engaged by those people such as top athletes, explorers, adventurers, businessmen and musicians who do.
“FUEL devotees are the kind of people who admire the dedication needed to reach the top.
“Our customers told us they were bored by the lack of choice in the breakfast cereal aisle which encouraged us to create something genuinely different and inspiring.”
Containing only natural ingredients, FUEL is rich in Vitamin B and E, high in fibre and contains guarana extract. It is a blend of both slow release and fast release energy providing an ideal start to the day.
Barney added: “We hope people love our product and also that our 10k hours message energises and inspires them and helps them meet life’s challenges and achieve their goals.”
FUEL is available in 400g packs and has a retail sale price of £3.29.
www.fuelyour10khours.com
FUEL contains:
• Riboflavin (vitamin B12) – it keeps skin, eyes and nervous system healthy. One in ten adults is said to have low vitamin B12 intake.
• B1 – its main function occurs during the conversion of carbohydrates into energy
• B2 – vital for growth and for the skin and mucous membranes
• B3 – helps the body make various sex and stress-related hormones in the adrenal glands. Also improves circulation and reduces cholesterol levels.
• B5 – important in the manufacture of red blood cells and has been shown in a study to enhance physical endurance.
• B6 – an essential vitamin for growth
• B9 – when taken in combination with zinc, it helps the sperm count to improve as well as the overall percentage of healthy sperm
• E – is a potent antioxidant which can alleviate tiredness and improve stamina, reduce blood pressure and may have value in lowering the risk of heart disease.
• Dark chocolate – lifts your mood by triggering the release of endorphins, the body’s natural feel good chemicals – which are also the love hormones.
• Guarana – a natural stimulant which picks you up.
• Pumpkin seeds – a Top 20 superfood. Contains zinc which is vital for healthy sex organs, reproduction and insulin production.
• Oats – beneficial for lowering blood cholesterol and one of the great mood-enhancing foods.
FUEL is available in two flavours:
FUEL Chocolate Chunks
• A tasty blend of crunchy chunks of toasted oats plus antioxidant-rich pieces of 70% cocoa dark chocolate. Also contains the tropical energy booster guarana plus vitamins E, B1, B2, B3, B5, B6, B12 and Folic Acid.
FUEL Fruit Loaded
• A tasty blend of crunchy chunks of toasted oats plus a colourful blend of cranberries, redcurrants, blackberries and some chunky pieces of dried apple, peach and strawberry. Also contains the tropical energy booster guarana plus vitamins E, B1, B2, B3, B5, B6, B12 and Folic Acid.
The 10,000 hours theory
The 10,000 hours rule was developed by psychologist Anders Ericsson of Florida State University and made famous by author Malcolm Gladwell in his book Outliers.
In essence, Ericsson’s theory suggests that sufficient practice in a particular skill can take anyone to the level of proficiency equivalent to that heard in the playing of a top concert pianist.
Gladwell took the theory a stage further and said that it could be equally applied to the best sports people, business leaders and performers. For example, he cites the 10,000 hours The Beatles played in Hamburg between 1960 and 1964 or the 10,000 hours spent programming by Bill Gates from the age of 13 – long before the majority of his peers even knew what a computer was.
10,000 hours works out at about 90 minutes practice every day for 20 years.
